Title: From resistance to acceptance: role of moderating and mediating variables in intention to use mobile payment services

Authors: Shalini Srivastava; Nidhi Singh

Addresses: Jaipuria Institute of Management, A-32A, Sec-62, Noida, UP, 201309, India ' Jaipuria Institute of Management, A-32A, Sec-62, Noida, UP, 201309, India

Abstract: The use of mobile payment services is increasing in the last few years due to its convenience, more secure purchase, and other benefits in performing transactions. However, despite benefits, the adoption of mobile payments still faces consumer's resistance. The present study intends to understand user's resistance in using mobile payment services and proposes a conceptual model by integrating innovation resistance theory (IRT) with innovation diffusion theory (IDT) and perceived value theory to change user's resistance to intention to use mobile payment service. The study used 380 respondents for the purpose of the analysis. The study confirms the significant influence of perceived value in changing the mindset of consumers from resistance to intention to use. The study also suggests the crucial role of innovation diffusion elements media usage, subjective norms, and word-of-mouth in overcoming resistance and enhancing consumer's intention to use mobile payment services. The study offers several theoretical and practical implications for researchers and practitioners.

Keywords: mobile payment; media usage; perceived value; word-of-mouth; WOM; subjective norms; intention to use; ItoU.

DOI: 10.1504/IJTMKT.2020.114035

International Journal of Technology Marketing, 2020 Vol.14 No.4, pp.377 - 402

Received: 29 Apr 2020
Accepted: 09 Nov 2020
Published online: 07 Apr 2021 *

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