Title: Customers' intentions to adopt proximity m-payment services: empirical evidence from Greece

Authors: Apostolos Giovanis; Evangelos Tsoukatos; Demetris Vrontis

Addresses: Department of Business Administration, Technological Educational Institute of Athens, Ag. Spiridonos Str., 12243 Egaleo, Athens, Greece ' Department of Accounting and Finance, Technological Educational Institute of Crete, Estavromenos, 71004 Heraklion, Crete, Greece ' Department of Marketing, University of Nicosia, 46 Makedonitissas Avenue, 1703 Nicosia, Cyprus

Abstract: The purpose of this study is to analyse the factors that determine consumers' intentions to adopt NFC proximity mobile payment services. An extended version of the decomposed theory of planned behaviour (DTPB), a model that incorporates the most relevant theoretical approaches in the mobile payment adoption literature was selected to investigate the consumer's adoption process. To empirically test the proposed model's nomological validity, data were collected from 513 consumers of mobile internet service providers in Greece and were analysed using PLS. The results indicated that consumers' attitude about the NFC proximity mobile payment services is the main driver of consumers' intentions to use it, followed by their normative, control and risk beliefs. As far as the behavioural intentions determinants' structure is concerned, consumer's perception about service attributes compatibility and performance (i.e., usefulness, easiness, and reduced riskiness), the availability of knowledge, resources, and opportunities necessary for using the service and the support of the interpersonal and the external social context toward the usage of the technology found to be adoption facilitators. Theoretical and managerial implications, limitations and suggestions for further research are provided at the end of the study.

Keywords: m-payment; NFC proximity m-payment; technology-based services adoption; on-line consumer behaviour; perceived risk; extended DTPB; Greece.

DOI: 10.1504/GBER.2020.10026676

Global Business and Economics Review, 2020 Vol.22 No.1/2, pp.3 - 26

Received: 04 Jan 2018
Accepted: 30 Jan 2018

Published online: 11 Feb 2020 *

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