Retailer Adoption of Mobile Payment: A Qualitative Study

Retailer Adoption of Mobile Payment: A Qualitative Study

Krassie Petrova (Auckland University of Technology, Auckland, New Zealand) and Bo Wang (Auckland University of Technology, Auckland, New Zealand)
Copyright: © 2013 |Pages: 20
DOI: 10.4018/jeco.2013100105


This qualitative study aimed to identify the motivating factors and the challenges related to the adoption of mobile payment (mPayment) by small business retailers. Data collected from semi-structured personal interviews with a small group of participants were analyzed applying a content analysis approach. The findings indicate that retailer demand for mPayment was motivated mainly by perceived customer expectations for a convenient (faster) way to pay using the ubiquitous mobile technology, as well as by the perceived efficiency of mPayment leading to revenue increase. Challenges to mPayment adoption included, among others, the need to compete with already established point-of-sale payment technologies and the lack of information about mPayment leading to uncertainty about its comparative advantages. The study contributes to the body of knowledge by developing and exploring a merchant oriented mPayment adoption model. The factors identified as adoption drivers and challenges provide an insight into New Zealand retailer perspectives on mPayment, and the grounds for recommendations to mPayment service providers.
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Theoretical Background

A framework of factors that influence the market adoption mPayment is proposed in Dahlberg, Mallat, Ondrus, and Zmijewska’s comprehensive literature review (2008). The framework includes both outer (contingency) factors related to changes in the regulatory, socio-cultural, commercial and technological environments, and inner (competitive) factors related to the roles of customers, merchants and payment service providers as mPayment market users and suppliers, and factor associated with new and existing payment systems.

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