Intention to Use Mobile Payment System by Ethnicity: A Partial Least Squares Multi-group Approach
With recent developments in communication technologies, mobile payment (Mpayment) systems have gained popularity as a method to facilitate payment transactions. Despite that, the intention of adopting M-payment in the developing market as well as the implication of ethnicity in the context of deve...
| Main Authors: | , , , , , |
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| Format: | Journal Article |
| Published: |
2019
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| Online Access: | http://magscholar.com/wordpress/?page_id=1893 http://hdl.handle.net/20.500.11937/75606 |
| Summary: | With recent developments in communication technologies, mobile payment (Mpayment) systems have gained popularity as a method to facilitate payment
transactions. Despite that, the intention of adopting M-payment in the developing
market as well as the implication of ethnicity in the context of developing countries
remains largely unanswered. Following the theory of planned behaviour, this study
examines the effects of attitude, subjective norm and perceived behavioural control on
intention towards the use of an M-payment system among Malays and Chinese in
Malaysia. Beliefs are included as antecedent variables so as to enhance understanding
of the subject matter. Data was collected from 311 respondents. The partial least
squares structural equation modelling (PLS-SEM) was employed to assess the
research model. The moderating effect of ethnicity was tested by using a multi-group
approach (MGA) from two subsamples (i.e., Chinese and Malays). Results highlight
the need to understand the determinants to users’ intention towards M-payment
systems in developing markets. It demonstrates the importance of knowing what is
shared and what is not in multi-ethnic and multi-cultural countries like Malaysia. The
results provide managerial implications into effective service operation and marketing
of an M-payment system. |
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