A Preliminary Model for Mobile Payment Acceptance

Alex Wang

Abstract:

This study is motivated by the lack of scholarship examining the content of what mobile payment (m-payment) acceptance is examined in mobile marketing communications research. Thus, this study aims to conceptualize a preliminary model that addresses this query. A review of various factors is presented within the mobile marketing communications context. The findings reveal a multi-stage model incorporating information processing and evaluative variables such as ability, motivation opportunity and conations. In addition, the discussions of each factor are presented thematically. Despite the inherent limitations of this study, which have to be confirmed by primary data, the results may encourage mobile marketers to adopt various techniques to boast m-payment acceptance.

Introduction

Compared to mobile commerce (m-commerce), mobile payment (m-payment) is still at the infant stage (Chen, 2008; Contini, Crowe, Merritt, Oliver, & Mott, 2011; mobiThinking, 2012). However, worldwide m-payment users surpassed 141.1 million in 2011, a 38.2% increase from 2010 (Gartner Newsroom, 2011). Yankee Group (2011) has reported that the value of global mobile transactions may grow from $241 billion in 2011 to more than $1 trillion by 2015. That growth, coupled with 500 million mobile banking users around the world (Yankee Group, 2011) may present an enormous opportunity for mobile marketers.