Title: Factors influencing foreign consumers to adopt mobile payment extensions offered by multinational mobile messaging applications
Authors: Tsunwai Wesley Yuen
Addresses: Lincoln International Business School, University of Lincoln, Brayford Wharf E, Lincoln, Lincolnshire, LN5-7AT, UK
Abstract: Although multinational mobile messaging applications, such as WeChat, have successfully introduced new mobile payment services into local markets where the application originated, it remains a challenge to penetrate foreign markets. This research examines the factors influencing foreign consumers to adopt different mobile payment services introduced by multinational mobile messaging applications. The preliminary study finds that foreign consumers are most likely to use e-ticket purchase applications and least likely to adopt personal loan applications. This guides us to further understand the factors causing consumers to either adopt or reject these discrete mobile payment services. The main study has found that perceived usefulness is the key factor influencing foreign consumers' when selecting such a service. Perceived ease of use increases the likelihood that a foreign consumer will identify the usefulness of the service, which consequently enhances adoption. More significantly, personal innovativeness and social influence can positively moderate such a mediation effect.
Keywords: technology acceptance model; TAM; personal innovativeness; social influence; mobile payment; mobile messaging application.
International Journal of Multinational Corporation Strategy, 2020 Vol.3 No.2, pp.130 - 152
Received: 01 Jun 2020
Accepted: 07 Oct 2020
Published online: 21 Apr 2021 *