移动⽀付外⽂翻译⽂献
⽂献信息：
⽂献标题：Exploring Consumer Decision-making Process Regarding the Adoption of Mobile Payments: A Qualitative Study（探索采⽤移动⽀付的消费者决策过程：定性研究）
国外作者：Raden Agoeng Bhimasta，Budi Suprapto
⽂献出处：《Journal of Management and Marketing Review》，2017,2(3):108-115
字数统计：英⽂3993单词，21736字符；中⽂6929汉字
外⽂⽂献：
Exploring Consumer Decision-making Process Regarding the Adoption of Mobile Payments: A Qualitative Study Abstract
Objective–The main objective of this study is to gain deeper understanding on the decision-making process of how and why consumers are adopting mobile payment in Indonesia.
Methodology/Technique–The study was a qualitative study that included an experiment to the rearch design. A total of six young people were voluntarily participated in the study. Our finding provides explanation of salient factors that might drive or hinder the adoption in five different stages of innovation-diffusion process.
Findings–Overall, our finding indicated that the attractiveness of rewards was an intriguing factor that greatly influences consumer decision whether to u mobile payment or not.
Novelty–The uniqueness of our study lies on the u of innovative approaches to address the mobile payment adoption issues from different perspective than prior literatures.
Type of Paper: Empirical.
Keywords: Consumers’Decision-Making; Financial Technology; Innovation- Decision Process; Mobile Payment Adoption; Technology Adoption.
1.Introduction
Mobile payment is one of the most innovative rvices that enabled consumers to u their phones as wallets in various transactions (Dahlberg, Mallat, Ondrus, & Zmijewska, 2008). Billions of dollars
have been invested in the development of mobile payment facilities by a number of companies worldwide with a significant profit yield (Yang, Lu, Gupta, Cao, & Zhang, 2012). Paypal (Wolfe, 2007) and Alipay (To & Lai, 2014) are two examples of successful mobile payment rvices that have generated tremendous profits.
Some countries, such as Suica in Japan, have very high adoption rates of mobile payment rvices (Amoroso and Magnier-Watanabe, 2012). However, despite the advantages offered and the successful u of mobile payment rvices worldwide, it’s uptake is somewhat slower in developing countries compared to in developed countries (Ewe & Yap, 2011). For example, in Indonesia, developing countries, consumers show a lack of familiarity and willingness to u mobile payment rvices (Mastercard, 2012). As a conquence, only 1% of total transactions in Indonesia are made by using mobile payment rvices (APJII and UI, 2015). Traditional methods such as cash and card payments, therefore, remain the most popular payment methods among Indonesians.
In line with this phenomenon, rearch on the adoption of mobile payment options has incread in recent years (Dennehy & Sammon, 2015). The existing literature is dominated by quantitative studies and only a few qualitative studies have been conducted by rearchers such as Mallat (2007), Shuhaiber and Lehman (2013) and Zhao and Kurnia (2014). Despite many studies being con西门豹治邺教案
ducted continuously for the past few years, almost all of them have focud on esntially the same topics and have produced similar findings, therefore, failing to propo innovative investigations (Dahlberg, Guo & Ondrus, 2015). Hence, there is a need for innovation in the study of
the adoption of mobile payment rvices.
The main objective of this study is to investigate the decision-making process regarded how and why consumers adopt mobile payment rvices in Indonesia. Unlike other prior qualitative studies, this study will also include the u of an experiment. The results will reveal the salient factors influencing consumers’decision-making process when adopting描写荷花的诗词
mobile payment rvices in five different stages of innovation- diffusion process (Rogers, 2003). By doing so, this study will theoretically contribute to the prent understanding of the adoption of mobile payment rvices, particularly in developing countries, and expand the diversity of existing literature in the mobile payment area. The study may also provide practical guidance for mobile payment providers in developing countries in general and mobile payment providers in Indonesia in particular.
An overview of previous qualitative studies on the adoption of mobile payment rvices as well as m
obile banking rvices will be followed by the rearch methodology. Next, the findings of this study will be prented. The study concludes with a discussion of the implications of the findings. Finally, the conclusion will highlight limitations and suggestions for future rearch.
2.Literature Review
This study adopts a wider scope in the arch of literature by examining both the adoption of mobile payment rvices as well as other forms of mobile banking. In this study, the literature examined is limited to qualitative studies rearching the consumers’perspective, rather than examining tho studies that focus on the retailer’s perspective, such as tho conducted by Petrova and Wang (2013) and Thoi (2015).
Mallat (2007) had carried out a qualitative study exploring consumer adoption of mobile payments in Helsinki, Finland by conducting six different focus-group discussions. The results of that study conclude that veral adoption factors including relative advantage, compatibility, complexity, costs, network externality, trust, and perceived curity risks all affect consumers when choosing whether or not to u mobile payment rvices. The results also described contributing factors that could
drive or hinder each influencing factor. In addition, the results indicate that the effect of relative adva
ntage is dynamic depending on the situation.
Ewe and Yap (2011) conducted a study aimed at creating a deeper understanding of the adoption of mobile banking among Malaysians through the u of focus group discussions. Similar to Mallat’s (2007) findings, this study suggests that banks should consider the importance of relative advantage, complexity, perceived risk, network externalities, awareness, and knowledge.
Shuhaiber and Lehman (2013) also conducted studies involving four focus-group discussions in four different UAE main cities, exploring customer trust in the adoption of mobile payments rvices in B2C transactions. The study concludes that customers’trust in B2C mobile payment is influenced by the customers’characteristics, mobile-device characteristics, perceived risk, environmental factors, and provider characteristics.
Zhao and Kurnia (2014) explore consumer adoption of mobile payment in China.
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18 participants from different cities in China were interviewed through online chatting tools. The findings indicate that there are veral reasons why participants u mobile payments including the ur’s characteristics, system quality, rvice quality, cost, ufulness, social influences, trust, ur’s satisfaction, and ur’s needs.
Ahmed, Almotairi, Ullah, and Alam (2014) conducted a qualitative study on the adoption of mobile banking in Saudi Arabia using the TAM model as their theoretical underpinning. In order to collect data, two focus- group discussions were conducted with different groups of people. The finding suggest that customers prefer to u m-banking products which are easy to u which gives them an advantage over other forms of payment. The results also conclude that consumers are also influenced by their own awareness and knowledge, risk, cost, and past experience.
3.Methodology
In this study, a natural experimentation was conducted before the interviews with participants. The experiment enabled the rearchers to capture the behavioral
婴儿老是吐奶changes in consumers’decision-making process. Thus, the findings provide a deep understanding on consumer behaviour towards the adoption of mobile payment options. This approach provides solid theoretical foundation to facilitate an understanding of the adoption of mobile payment options which may practically help managers and marketers to understand the important influential factors when making decisions regarding the u of mobile payment rvices.
The scenario of the experiment is bad on the diffusion-innovation process (Rogers, 2003) that con
sists of five stages: knowledge, persuasion, decision, implementation, and confirmation. During the two-week experimentation, participants were required to complete veral tasks. First, participants were required to collect information related to various mobile payment products (Knowledge stage). A list of mobile payment providers was given to the participants. Second, participants were required to choo two mobile payment rvices that they would like to experiment (Persuasion and Decision stages). Finally, using the incentives given, participants were free to have transactions using tho two preferred mobile payment
products (Implementation stage). Participants were encouraged to conduct experiments with the mobile payments in veral scenarios.
In order to capture the data, in-depth interviews were conducted. This was an appropriate method for this study as many open-ended questions were asked and relatively few people were involved in the study. The u of in-depth interviews also allowed each participant to spend more time actively sharing their thoughts on how and why they decided to adopt particular mobile payments while also avoiding distractions or other dominating factors.
A total of six participants, who had never ud any form of mobile payment previously, were voluntar
y recruited between the first week and cond week of June 2016. A $40 gift was offered to each participant as an incentive. Two out of six participants were girls and the participants were aged between 25 and 30. Most of the participants were already familiar with either online banking or mobile banking. Typical transactions were conducted using either online or mobile banking including the payment of monthly bills, such as electricity and internet-cable, transfers to other
account, e-commerce transactions, and payments for train and air travel tickets.
Each participant was interviewed individually at the end of August 2016. The time and place of the interviews were chon by the individual participant, to ensure the comfort of the participants. Each interview lasted for around 1 to 1.5 hours. With the permission of the participants, the interviews were audio-recorded to ensure that all of the important points were captured. The questions were open-ended in nature in order to stimulate the participants to express various thoughts. Examples of questions asked include: “Why did you choo the mobile payment products?”and “What are some of the difficulties you faced when using the mobile payment?”. The interview started with the introduction of the topic and its objectives. The rights and the responsibilities of the respondents were also communicated at the beginning. In addition, in the last week of January 2017, each participant was contacted again for another interview, in order to capture additional insight to their po
st-purcha behaviour regarding the adoption of mobile payment options.
The results of the interviews were then transcribed into a written format. The contents of the transcripts were analyd and similar lines were coded bad on specific words, themes, or issues. This process was repeated to ensure that the coding was correct and consistent. It is possible that some of the revisions obtained during the January 2017 interviews will be applied to the final findings. It is also possible that some of the excerpts have been misplaced. Therefore, the analysis and the development of the theoretical underpinning for the adoption of mobile payment rvices can be made more effective. 4.Results
4.1.Knowledge Stage
As the participants arched information through different websites, the quality of the information is considered by them as a very important factor in their decision making process. They noted that the information displayed in a website must be informative, attractive, and convincing. They also mentioned that they did not like a website that us too many words to explain something. They preferred pictures and
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videos. In addition, they also found that some websites displayed outdated information, especially ol
d promotions no longer in effect.
“[...] It was very interesting. I could easily find its network. In addition, the videos were very helpful”(Man 3)
“[...] Most promotions displayed were already expired”(Man 1)
The study found that participants’decisions were influenced by others. Half of the participants asked either family members or friends regarding their previous experiences using mobile payments. They also ud social media to look for information. As a result, they found information such as news articles or reviews that may have influenced their decision.
“[...] My sister ud it some time ago and she told me that she had a bad experience. She convinced me not to u a mobile wallet”(Man 3)
“[...] I heard news that a group of people has successfully hacked the curity of x wallet and stole the accounts databa. It appears that the databa is sold On the Internet”(Man 3)
4.2.Persuasion Stage
In this stage, the participants evaluated each of the mobile payment products bad on specific criteria. Overall, all participants agreed that the most appealing factor of mobile payments was attractiveness of rewards offered. By using mobile payments, the participants noted that they could access certain benefits such as discounts, cashback, coupons, or points.“[...] The rewards offered become the most appealing factor to me. I could buy a cinema ticket or food from particular merchants with special prices”(Man 2)
吴语软侬Furthermore, the attractiveness of rewards is influenced not only by how big the discount is but by many other factors such as compatibility with lifestyle, the terms and conditions, and availability of the merchants.
“[...] Although they offered big discounts, I’m just not interested in it”(Girl 1) “[...] The discounts only apply to limited products”(Girl 2)
“[...] The promotions offered were really interesting, but they are not available
in the city where I live. Thus, it is uless”(Man 3)
4.3.Decision Stage
After gathering information on each of the mobile payment options, all of the participants were required to choo two mobile payments products. In the decision stage, the findings showed how the participants cho their preferred mobile payments. Participants not only compared the benefits offered by mobile payment rvices but also the benefits between mobile payments and other available methods. The attractiveness of rewards then became the main concern. Moreover, the rewards were considered as more attractive when it met the lifestyle or the needs of the participants, offered simple terms and conditions, and was available in their neighbourhood. The study found that most of the participants made similiar decisions when choosing the mobile payments for u during the implementation stage.
4.4.Implementation Stage
The implementation stage involved the u of the chon mobile payment options during a two-week experimentation. In this stage, the findings indicate that infrastructure reliability played an important part in the adoption process. During registration, two participants continuously failed to register and this experiences lead to the rejection of the related mobile payment products. Some participants also experienced failure during transactions due to network unavailability. A participant also complained of the inconsistency between the information provided and the reality. This incident might greatly hav
e influenced their decision.
“[…] I am done with it. …. I have tried a couple of times to u my mobile payment account, but I keep failing”(Man 2).
“[...] I ordered some food through the app and intended to pay with mobile payment, but I keep getting an error and the screen shows nothing”(Man 1) At this point, the consistency of information is also important. One of the participants came to a restaurant that was included in the list of merchants that accept the mobile payment and found out later that they don’t accept the mobile payment.
“[...] I bought some food in a restaurant that was mentioned in the list of mobile
payment locations on the website. When I was about to pay, I found out that they don’t accept mobile payments”(Man 3)
Participants further noted that the problem lies with uneducated employees who lacked the knowledge to handle the transaction using a mobile payment. As a result, the transactions become more time consuming than they should be and this is contrary to the advantages of mobile payment which make transactions faster and more convenient.
“[...] Just when I told the cashier that I will pay with my mobile wallet, she told me that the scanner is broken, so I needed to pay with cash. I still insisted to only pay with mobile wallet since I did not bring enough cash. Finally, a nior employee came and helped us. He tried to scan the mobile wallet and it worked like a charm”(Man 1)
“[...] The cashier looked confud, trying over and over and over but she could not enter the discount properly becau it could only be ud for a specific product. When I was ready to pay, the cashier even asked me how to do it”(Man 4)
4.5.Confirmation Stage
In the interviews, all participants agreed to continue to u mobile payments. Six months later, further interviews were conducted which sought to capture the participants’adoption of mobile payment. Overall, the findings indicate that the u of mobile payment is situational. In other words, mobile payments were treated as being complementary to cash payments, debit, and credit cards. All of the participants stated that they only ud it when it was possible and in situations where the u of mobile payment offered rewards such as discounts or special prices compared to other methods. Our findings also indicated that participants considered the top-up cost in their decision.
“[...] I deposited some cash in my account and it will come in handy in some situations”(Man 3)
“[...] It is not possible becau I don’t have enough in my acount and it will take time to top-up. So, I decided to u other methods to pay”(Man 1)
“[...] I think the top-up cost is very high .... It is only worth using it when the mobile payment offers rewards”(Girl 2)
The participant were asked to express their opinion about “why people do not adopt mobile payment?”. Most of the participants agreed that there is low awareness and knowledge of mobile payments that are available. The findings also suggest that mobile payment is not as convenient as other payment methods due to network externalities issues.“[...] I think they don’t put enough effort in raising the awareness of the existence of mobile payment. Take a ca of McD for example. You can get a 20% discount which is very appealing, but the promotional material is too small that you will hardly notice it”(Girl 2)
“[...] It is not like cash or debit where you can u it in almost any merchants without thinking. In contrast, I need to find which merchants are accepting mobile payment. Moreover, you can’t take back the money you store in”(Girl 1)问好的图片
5.Discussion and Implication
The aim of the rearch is to gain a deeper understanding of the decision-making process of consumers in adopting mobile payment rvices. Overall, the findings indicate that consumers have different consideration at different stages that may influence their decision-making. Although some of the factors are similar with previous studies (Mallat, 2007; Ewe & Yap, 2011), this study investigated the factors from a different perspective. The results also provide new findings, such as the importance of rewards and infrastructure quality, as well as providing a new perspectives on the development of a theoretical foundation in investigating the adoption of mobile payment behavior that that of existing literature.
The findings revealed salient factors that may influence consumers in adopting mobile payments in each stage of adoption. In the knowledge stage, the study found that there is a lack of awareness and knowledge of mobile payment options. This finding is consistent with prior studies (Ewe & Yap, 2011; Ahmed et al., 2014). In addition, consumers appeared to u various communication channels to actively
arch information including websites, social media, as well as their friends and family. Thus, the find
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ings suggest the importance of information quality. Moreover, perceived risk appeared to influence individuals’decisions, such as the risk of accounts being hacked or stolen. This finding is also consistent with prior literature (Mallat, 2007).
Second, in the persuasion stage, the findings suggest that participants were very concerned with the benefits being offered for using mobile payment. Rewards were considered the most attractive factor. This reprents a departure from prior studies (Mallat, 2007; Ewe & Yap, 2011) which show that the benefits of using mobile payment were focud on its efficiency. However, it must be noted that the attractiveness of rewards was perceived differently by each individual. Compatibility, complexity of terms and condition, and rewards availability were identified to influence the attractiveness of rewards. The findings are considered as new discoveries. Therefore, the findings suggested a need for further investigation of the influence of the attractiveness of rewards on consumers’intention to u mobile payment methods.
Third, in the decision stage, the findings show that participants will compare the value of using mobile payment and other payment methods (e.g. cash, debit, credit). In this study, the value was associated with the total amount of the transaction. In the experiment, the study shows that participants cho mobile payment methods that provide rewards that are appealing to them, therefo
re providing greater value to the individual consumer.
Next, in the implementation stage, participants proceeded to u mobile payments. In this state, the findings suggest that system quality and rvice quality can potentially create bad experiences that might lead to rejection of the mobile payment method. Finally, the findings indicate that the participants ud mobile wallet in addition to cash, debit cards, and credit cards. When participants were attracted by the rewards and where it was practically possible, they would u the mobile wallet. The findings also suggest the importance of network externalities that could increa the ufulness and convenience of mobile payment. Otherwi, the current behaviour
will not change.
To increa the adoption and u of mobile payment, the most effective strategy is to offer rewards to consumers. Thus, marketers should focus on developing appealing rewards. In the ca of young people, marketers should consider the needs and the lifestyle of the age groups. The findings suggest that marketers should expand their network by teaming up with cinemas, restaurants, conveniences stores, public transport rvices, and educational institutions. Marketers should also make the terms and conditions of the rewards as simple as possible and make the duration of the rewards program as long as possible.
Our findings also suggest that marketers may increa the adoption of mobile payments by strengthening the awareness and knowledge of tho rvices. For example, a marketer may create a small registration booth in the merchant where the rewards are offered. As a result, consumers will be able to instantly register on the spot and receive the rewards at the same time. In addition, the findings also suggest that marketers should increa the quality of information available. Marketers should create more visual prentations rather than text prentation on their websites, mobile apps, instant massaging, and social networks as consumer prefer videos and images. Marketers should also emphasize the curity features of their system as consumers may be influenced by the potential risks such as the possibility of their account being hacked and
