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Consumer Behavioral Intentions towards Mobile Payment Services: An Empirical Analysis in Pakistan

Author

Listed:
  • Wajeeha Aslam

    (IQRA University)

  • Marija Ham

    (Faculty of Economics, University of Osijek)

  • Imtiaz Arif

    (IQRA University)

Abstract

Purpose – This research aims to investigate the behavior of consumers towards the implementation of mobile payment services, factors that can affect their attitudes towards this behavior, and how these attitudes transform into intentions. Methodology – A survey instrument was developed using items developed in similar studies. In total, 335 usable responses were used to do a series of statistical tests aimed at confirming the reliability and validity of the instrument. Hypotheses were tested using structural equation modeling.Findings and Implications – Our results showed that perceived compatibility, perceived usefulness, and subjective norm are significant predictors of consumer attitude towards the use of mobile payment services, whereas the impact of perceived security and perceived ease on attitude is insignificant. Finally, attitude towards mobile payment services have a significant impact on intention to use mobile payment services. This research contributes to the development of the technology acceptance model (TAM) in general, as well as in the context of mobile payment services. It tests TAM’s explanatory ability and suggests new variables as model extensions. Limitations – The fact that the sample includes respondents from only one country (Pakistan) could be considered the main limitation of this study. A cross-cultural study would likely lead to important knowledge since cultural context has proved to be important in previous research on intentions. Also, the sample used here comprises mostly young and educated people. Originality – The present research study empirically tests the significance of newly suggested TAM extensions (subjective norm and perceived security) and provides a complete and tested measurement instrument as a basis for future research.

Suggested Citation

  • Wajeeha Aslam & Marija Ham & Imtiaz Arif, 2017. "Consumer Behavioral Intentions towards Mobile Payment Services: An Empirical Analysis in Pakistan," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 161-176.
    • Handle: RePEc:zag:market:v:29:y:2017:i:2:p:161-176
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