What drives customers toward proximity payment services? An integrated theory of planned behavior perspective

Abstract

Proximity mobile payment (PMP) services facilitate mobile payments between payer and payee who are at same location thorough a proximity technology such as QR codes, Bluetooth, and near-field communication. It has potential to drastically change consumers' payment methods in developing countries where traditional finance infrastructure is lacking. However, there are various challenges to adopting PMP in such countries. This study aims to explore users' opinions on and motivations for using PMP by proposing an extended theory of planned behavior (TPB) model. It also seeks to resolve inconsistencies in PMP adoption studies regarding the role of user's trust in PMP services. A survey instrument was used to collect data from PMP users in a developing country. The data were analyzed using structural equation modeling. This study highlights trust as a mitigator of the negative effect induced by the perceived risk of using PMP services. It also validates that the TPB, coupled with other contextual factors, explains the adoption of PMP services in developing countries.

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“…to have better predictive capability, compared to TAM and UTAUT, in assessing users' behavioural intentions (Jain et al, 2022). TAM and UTAUT are largely used to examine technology acceptance (Troise et al, 2021).…”

“…TPB examines the role of attitude, subjective norms and behavioural controls on user behaviour. It has been found to have better predictive capability, compared to TAM and UTAUT, in assessing users' behavioural intentions (Jain et al, 2022). TAM and UTAUT are largely used to examine technology acceptance (Troise et al, 2021).…”

“…Additionally, TPB was extensively used in evaluating the effectiveness of online services, particularly in India and Spain (Belanche et al, 2022; Liébana‐Cabanillas et al, 2020). A few academics also combined it with other theories or variables, like TAM, trust, values and innovativeness in the context of COVID‐19 (Jain et al, 2022; Wang et al, 2022). TPB is important, as it explains users' motivation and ability to use a service (Troise et al, 2021).…”