Personality Traits as Predictor of M-Payment Systems: A SEM-Neural Networks Approach

Personality Traits as Predictor of M-Payment Systems: A SEM-Neural Networks Approach

Ali Nawaz Khan (School of Economics and Management, Tongji University Shanghai, China), Xiongfei Cao (School of Management Hefei University of Technology, Hefei, China) and Abdul Hameed Pitafi (School of Management, Hefei University of Technology, Hefei, China)
Copyright: © 2019 |Pages: 22
DOI: 10.4018/JOEUC.2019100105
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Mobile phones have led to a great revolution of modern society, helpful for many businesses to reorient their sales methods towards effective commercial formats. The m-payment, for instance, as an emergent technology to these novel commercial setups, is now undertaking the adoption process. Individual users are known to vary in their tendency to accept new technologies. Not surprisingly, some conceptual models describe how and why individuals use m-payments. Until recently, however, the role of personality in overall, and the big five model of personality, in particular, had remained mostly unexplored. This article aims to ascertain the impact of personality traits on m-payment adoption. Data were collected from 323 m-payment customers and analyzed using a two-step research methodology. SEM was applied to test the hypothesis, and significant antecedents of m-payment were identified. Next significant personality factors were input to a neural network model for ranking. The results showed that conscientious and agreeableness is the two main predictors of m-payment adoption.
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1. Introduction

In the information system (IS) field, technology acceptance has been one of the widely studied areas. Substantial developments have been documented in this field since the early 1980s. Technology acceptance is defined as the adoption or the first use of a latest technology or invention (Kuan & Chau, 2001; Ali, Wang, Khan, Pitafi, & Amin, 2019). Studies on technology acceptance targeted to recognize, forecast, and explain variables affecting adoption behavior at the individual as well as organizational levels to accept and use technological innovations (Salahshour Rad, Nilashi, & Mohamed Dahlan, 2017; Schaupp & Bélanger, 2016; Walczak & Borkan, 2016; Bano, Cisheng, Khan, & Khan, 2019). The fast growth of information and communication technologies has had a great influence on all extents of human life (Pitafi, Kanwal, Ali, Khan, & Waqas Ameen, 2018; Xiongfei, Khan, Zaigham, & Khan, 2019). As the emergence of mobile phone technologies, mobile payment (m-payment) systems and their preliminary adoption has received greater attention from IS scholars as technology acceptance is a trendy research area (Dahlberg, Guo, & Ondrus, 2015; Liébana, Sánchez, & Muñoz, 2014; Ting, Yacob, Liew, & Lau, 2016; Walczak & Cerpa, 1999; Khan & Ali, 2018). Accordingly, rich findings of MPS acceptance have been shaped (Chen & Li, 2017).

The extensive use of cell phones and its continuous immediacy to the users make them fit for the m-payment system without the necessity for a physical wallet, allowing mobile phones real viable value over mobile payment (Mallat & Tuunainen, 2008). Mobile payments permitted customers to reduce the need to use cash (Pham & Ho, 2015), performance and transmission of protected information between devices (Oliveira, Thomas, Baptista, & Campos, 2016), and offering convenience and speed. Mobile payment is undergoing a fast development in several markets as most of the commercial firms understand the perspective of it (Merritt, 2011; Oliveira et al., 2016). A survey conducted by the (Statista Corporation, 2015) predicted that the revenue for the global mobile payment is to reach USD1 trillion by 2019, therefore becoming one of the vital innovations for conducting mobile transactions. Recently researchers have begun to examine the role of psychological factors in influencing an individual's adoptions of innovative technologies (Hartmann & Vanpoucke, 2017; Huang & Ken, 2017; Jia, Cegielski, & Zhang, 2014; Mouakket, 2016; Reza & Khan, 2014; Ali, Wang, & Khan, 2019). Adoptions of innovative technology depend on a person’s attitude and, their personality which; plays a key role in new acceptances especially technology acceptance. Several studies have provided extensive proof for the role of personality traits as predictors of beliefs and behavior, across a range of IS contexts (Gupta & Anson, 2014; Leong, Jaafar, & Sulaiman, 2017; Özbek, Alnıaçık, Koc, Akkılıç, & Kaş, 2014; Stachl et al., 2017; Walczak & Borkan, 2016).

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