Title: Customer intention in using mobile payment: perspectives of attitudes and mooring effects

Authors: Chien-Ta Ho; Jhong-Min Yang; Tung-Miao Chang

Addresses: Graduate Institute of Technology Management, National Chung Hsing University, No. 250, Guoguang Rd., South Dist., Taichung City, Taiwan ' International Business Management, Tainan University of Technology, No. 529, Zhongzheng Rd., Yongkang District, Tainan City 710302, Taiwan ' International Business Management, Tainan University of Technology, No. 529, Zhongzheng Rd., Yongkang District, Tainan City 710302, Taiwan

Abstract: In many cases, consumers' positive and negative attitudes towards technology often coexist, making it challenging to determine whether these attitudes encourage or deter adoption at any given moment, even if positive/negative factors are strong, some consumers may not adopt or abandon the technology due to the mooring effects of environmental factors. This study establishes an innovative A-M model. We evaluate the model using 306 valid samples for the structural equation modelling (SEM) analysis. The findings indicate that positive attitudes, negative attitudes, and mooring effects coexist in the user's mind because of the reflections of technology characteristics, individual perceptions, and environmental and contextual variables. Only the positive attitudes affect consumers' intentions to use m-payment significantly. Furthermore, the mooring effect's moderating effects were limited to the relationship between negative attitudes and usage intentions. This paper concludes by discussing the academic and practical implications and suggestions for further research.

Keywords: mobile payment; positive attitudes; negative attitudes; mooring effects; intention to use.

DOI: 10.1504/IJMC.2025.147996

International Journal of Mobile Communications, 2025 Vol.26 No.2, pp.133 - 156

Accepted: 18 Jun 2024
Published online: 13 Aug 2025 *

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