Consumer acceptance of Mobile Payments in Restaurants

Anna Shatskikh

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Regardless all the advantages of MPs, it has not reach the sizable customer base. In this paper, we examined the core drivers of using mobile payments (MPs) in restaurant industry from the consumers' perspective. Based on the Technology Acceptance Model (TAM), we developed a six factor model to reveal the determinants of consumers' intention to use MPs in restaurant. Security, subjective norm, compatibility with lifestyle, and previous experience with MPs were added to the traditional two factor TAM model (usefulness and ease of use). 300 respondents were recruited from an online survey agency and 258 valid responses were included in the data analysis. The regression results suggested that consumers' intention to use MPs in restaurants is influences by compatibility with lifestyle, usefulness, subjective norm, security, and previous experience in MPs. Lifestyle compatibility was found as the strongest determinant of consumers' acceptance of MPs in restaurants. However, ease of use was not a significant predictor of MPs usage in restaurant.\nBased on the findings, the study provided several implications to the restaurant industry. Five factors (compatibility with lifestyle, usefulness, subjective norm, security, and previous experience in MPs) can serve as a guideline to encourage consumers' adoption of MPs in restaurant industry. Industry practitioners can develop advertisement catered to a trendy, innovative, tech-friendly generation who desires the flexibility that MPs give and is willing to have everything in one device. MPs should be developed to provide an added value to the user. It is also important to increase the source credibility of social information to improve communication campaigns. Finally, restaurant staff could be trained in guiding and assisting consumers in their first experience with MPs.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 1982Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings 1999Are Individual Differences Germane to the Acceptance of New Information Technologies?

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