Mobile banking and mobile payment acceptance

A thesis submitted in partial fulfillment of the requirements for the degree of Doctor in Information Management, specialization in Information and Decision SystemsTechnological advancements registered in the last three decades have revolutionized the financial industry, promoting major changes in the financial services provided. The spread of Internet-enabled phones, smart phones and tablets combined with fast and reliable communications networks, have encourage banks and service providers to provide a new set of self-service banking applications to mobile devices. These facts combined with the globalisation of business and systems are reinforcing the need to acquire a deeper understand on the impact of the acceptance of mobile services. With this dissertation we intend to contribute to a better understanding of the determinants of mobile banking and mobile payments services acceptance and use, at individual level. For this reason we developed a total of five different studies; four about mobile banking and one about the mobile payment. We started in chapter two with a mobile banking literature weight and meta-analysis. The impact of culture in the mobile banking acceptance in an African developing country is analysed in chapter three, trying to better identify how culture influences individual use behaviour. In chapter four we study the mobile payment, trying to identify the direct and indirect effects on the determinants of adoption and the intention to recommend this technology. In chapter five we return to mobile banking, intending to identify the potential impact of the utilization of game mechanics and game design techniques in the acceptance of these services. In the fifth and last study, presented in chapter six, we analyse data from three different countries in three distinct continents, combining acceptance with trust and risk, simultaneously capturing success and resistance factors towards mobile banking intention and use behaviour. In epistemological terms, we adopted a posture characteristic of positivism. With regard the theoretical framework, besides the weight and meta-analysis study, we use the extended unified theory of acceptance and use of technology (UTAUT2) (Venkatesh et al., 2012) in all the studies; namely combining it with (i) cultural moderators (Hofstede, 1980) in the third chapter, (ii) the innovation characteristics of the diffusion of innovations (DOI) (Rogers, 2003), the perceived technology security, and the intention to recommend constructs in the fourth chapter, (iii) a gamification impact construct in the fifth chapter, and (iv) trust and risk model (Bélanger & Carter, 2008) in the sixth chapter. This work provides several contributions for research and practice, contributing to the advancement of knowledge, exploring and discussing direct implications for banks, financial institutions, service providers, service managers, IT and marketing departments, users, and researchers. The innovative models that we use in our work combine the strengths and constructs from well-known theoretical models, providing a solid foundation to our studies. In summary, considering all studies and datasets used, the intention best drivers were (i) habit, found significant in three studies and five datasets and (ii) performance expectancy, found significant in all five studies and in six datasets, and in the use best drivers were (i) habit, found significant in three studies and five datasets and (ii) intention, found significant in two studies. Considering the studies individually, collectivism, uncertainty avoidance, short term, and power distance were found to be the most significant cultural moderators, providing new insights into factors affecting the acceptation and how culture influences individual use behaviour. In terms of mobile payment, the relevance of customer’s intention to recommend mobile payment technology in social networks and other means of communication was confirmed, supporting the recommendation to include it in social marketing campaigns and in future technology adoption studies. A direct and strong relationship between gamification and intention was also confirmed, showing that, when used and designed properly, gamification can help make banking activities more exciting, more interesting, and more enjoyable, and in turn increase customer acceptance, engagement and satisfaction. From the multi-group analysis between countries additional results were found, supporting services customization and marketing campaigns adaptations accordingly. For the intention to use mobile banking, (i) performance expectancy is a more important factor for Portuguese than Brazilian users, (ii) hedonic motivation is a more important factor for Mozambican users than Portuguese or Brazilian ones, and (iii) price value is significant and more important for Mozambican than Portuguese users. For the use behaviour, (i) behavioural intention is a more important factor for Mozambican than Portuguese or Brazilian users and (ii) the facilitating conditions is a more important factor for Mozambican than Portuguese or Brazilian users. A theoretical model based in the best intention and use predictors found in literature is presented, from the weight and meta-analysis’ results, supporting further and future studies in this area

2Drivers and Moderators of Consumer Behaviour in the Multiple Use of Mobile Phone

The emergence of m-commerce and mobile data service (MDS) attract much of the attentions in the field of m-business. Salient studies have mainly identified the critical factors that drive consumer intentions to adopt a new mobile technology or a cluster of mobile services. While various technologies and services are embedded into one consumer device, existing models have limitations in explicating how consumers respond to the phenomenon of convergent technologies and services and cannot be used to understand consumer usage or future demand. Therefore, this research aims at not only expanding the research contexts from m-commerce but also encompasses the uses of convergent technologies and services on mobile phones. An empirical model is verified through a survey of 249 general mobile phone users in Australia. Findings indicate that perceived enjoyment rather than perceived usefulness and ease of use has a greater impact on consumers’ decisions to use mobile phones for personal information management, entertainment and e-mail communication. Perceived risk is the major consideration for consumers using mobile phones for commercial transactions. Gender and PC ownership are identified as two important factors that moderate the mobile phone use for the four different purposes. The findings are expected to contribute to the understanding of using convergent technologies and services from a consumer perspective

A preliminary laddering analysis on mobile services usage

This paper proposes the use of laddering technique to determine the decision making process to adoption. Means end theory reveals the human values that are fulfilled for the individual by using various mtechnology and services. Preliminary findings of a bigger study are presented. IT shows that mobile technology and services often fulfil such basic needs as self-esteem, achievement, individuality, belonging and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions

Drivers and barriers to value creation in mobile service delivery

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsMobile devices are growing in a popularity way for consumers to access the Internet for mobile services. As the number of mobile devices is multiplying, subscriptions to services through these devices are also expanding. Previous research has found that perceived service value positively mediates the cost/benefit trade-off with behavioural intentions to use mobile services. This research examines the effect of identification with the mobile phone and perceived ubiquity, as possible moderators on the perceived costs/benefits trade-off and perceived mobile service value. A web-survey was conducted using mobile transaction services as illustrative service. The results of the conducted web-survey reveal that perceived ubiquity helps explaining the perceived mobile service value. In contrast to expectations, identification with mobile devices does not make consumers more prone to use mobile services. This study delivered contribution for companies to provide a better understanding of specific drivers and barriers of mobile services to value creation and to help companies effectively allocate their resources to enhance consumer value perceptions

Extending UTAUT2 To Explore Consumer Adoption Of Mobile Payments

There is a growing interest in studying the adoption of m-payments but literature on the subject is still in its infancy and no empirical research relating to this has been conducted in the context of the UK to date. The aim of this study is to unveil the current situation in m-payment adoption research and provide future research direction through the development of a research model for the examination of factors affecting m-payment adoption in the UK context. Following an extensive search of the literature, this study finds that 179 relationships between independent and dependent variables have been analysed by 30 existing empirical m-payment and m-banking adoption studies. From analysis of these relationships the most significant factors found to influence adoption are uncovered and an extension of UTAUT2 with the addition of perceived risk and trust is proposed to increase the applicability of UTAUT2 to the m-payment use context

Values and M-Services Adoption

The use of mobile services has increased rapidly in recent. Although research has been conducted on which services people use and the benefits they attach to those services, the values associated with the adoption and use of m-services at the individual level is still unclear. This formation systems field various technology adoption models have been proposed and validated in relation to technology adoption within an organisational setting but personal adoption and use of technology is less researched. To help uncover the values behind adoption of m-services we use means-end chains and laddering techniques. The analysis of the interviews shows that mobile services often fulfil such basic needs as self-esteem, achievement, individuality, belonging and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions

Mobile Payments In South Africa: Middle Income Earners\u27 Perspective

Developing countries in Africa tend to face many challenges when it comes to ICT adoption and use. This is partly due to their low income which makes it difficult to spend on ICTs and related innovations. However, with the proliferation of mobile technology and the newly increase of the middle class citizens who tend to be younger, better educated, and a keen adopter of new technologies; organizations are forced to find ways of understanding these customers better and find how best they can provide goods and services to this emerging class. South Africa, one of the sub-Saharan countries with the most advanced telecommunication network infrastructures of the emerging markets, has experienced an increase in middle class citizens and comparatively better smartphone penetration. With this in mind, one would imagine that South Africa would have been one of the leaders in mobile payments. However, adoption has been lower than most other sub-Saharan African countries. The purpose of this study is therefore to examine the factors that affect mobile payments in the South African context from perspective of the middle class individuals. Following a quantitative approach and collecting data via an online questionnaire, the findings show that trust, risk and habitual use were factors that significantly affected intention to adopt mobile payments by South African middle class citizens. The findings provide the financial services industry and providers of mobile commerce offering with a better understanding of what are the main customer concerns in South Africa from the middle income clientele perspective

Preferences of smart shopping channels and their impact on perceived wellbeing and social inclusion

This study examines consumers’ interactions with retailers via three different shopping channels. Two of the channels are “smart” (technological) channels, comprising (i) where consumers shop using a computer and (ii) where consumers shop using a mobile phone. These two channels are compared with (iii) the traditional store channel. The paper explores the effect that consumers’ interactions with these channels have on their wellbeing, with a focus on individuals who perceive themselves as being socially excluded, for example, lacking access to goods, services and information. We make a connection between social exclusion and channel contribution to wellbeing for multiple channels, through the lens of the Theory of Planned Behaviour. The online survey findings (n=1368) indicate that for each channel, there is a higher contribution to wellbeing for that channel for people who are more socially excluded. Social exclusion can have many underlying causes, but channel contributions to wellbeing remain for consumers suffering financial stress and also those with mobility disability. For the mobile phone channel, the positive channel contributions to wellbeing are greater for younger than for older people. The paper outlines the implications for scholars and practitioners

Swaying Individuals’ Privacy Concerns via Amplifying versus Diminishing Counter Argument

Background: Though limited, research has found that individuals\u27 privacy concerns could be swayed by counter argument. This study investigated the swaying influence of amplifying vs. diminishing argument (i.e., counter argument seeking to increase or decrease privacy concerns) on individuals’ privacy concerns and the moderating influences of level of sensitivity and privacy-related knowledge. Method: Data was collected using online survey and respondents were college students enrolled in a Midwestern university. 215 students participated in the survey, resulting in 180 completed responses; two factors (survey competition time and response consistency for reversely-coded items) were used to screen response quality and 90 responses were kept. Data was analyzed using univariate analysis. Results: Results suggest that the swaying influence of counter argument depends on the level of sensitivity—the swaying influence is greater when individuals are presented with amplifying (diminishing) argument for a highly (less) sensitive issue/scenario. In addition, although the swaying influence is smaller for those with high privacy knowledge in general, it is not necessarily easier to sway those with low privacy knowledge. Instead, those with low privacy knowledge are more likely to get stuck or trapped in their existing privacy beliefs when facing privacy argument inconsistent with their existing beliefs, and are more likely to be provoked or stirred up when facing argument reinforcing their existing beliefs. Conclusion: Findings suggest that when processing privacy argument, individuals show confirmation bias and tend to “go with their initial assessments”. This is especially true for those with low privacy knowledge. When facing privacy related argument, individuals with low privacy knowledge behave the opposite of how magnets work—while magnets’ opposite poles attract each other and similar poles repel, individuals with low privacy knowledge embrace argument consistent with their existing beliefs and repel/reject argument inconsistent with their existing beliefs