Cash in the Trash? An Austrian Perspective on Mobile Payment Adoption
Abstract
Despite offering many benefits to consumers, merchants, banks, and other providers, mobile payment still has not found widespread acceptance in Austria, for example, in 2015, 15% of Austrian consumers used the Internet or a mobile device for payments and 16% made contactless payments at least once a week. This study sheds light on this issue by taking a consumer perspective and investigating the factors that foster or hinder mobile payment adoption. Three popular user acceptance models were compared and in the end, a unified theory of acceptance and use of technologybased model (UTAUT2) was chosen. The developed model was composed of 12 factors (behavioral intention, utilitarian performance expectancy, hedonic performance expectancy, effort expectancy, social influence, facilitating conditions, perceived risk, perceived security, privacy concerns, trust, cost, personal innovativeness) and three moderators (age, gender, experience). The proposed model was tested using data from 158 Austrian consumers and analyzed with partial least squares structural equation modeling (PLS-SEM). The results showed that 68% of consumers’ intention to use mobile payments could be explained, making it a promising model in the mobile payment research area based on the baseline data. Perceived risk and hedonic performance expectancy are the greatest drivers with psychological risk (a lack of fit with one’s self-image) as the most important risk dimension. The results suggest that mobile payment possesses lifestyle characteristics and its usage needs to be fun in order for consumers to prefer it to cash and cards.
Keywords: mobile payment adoption, unified theory of acceptance and use of technology, user acceptance models, partial least squares structural equation modeling
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