Consumer Adoption of Proximity Mobile Payment: An Empirical Cross-Cultural Study

Abstract

The use of Proximity Mobile Payment (PMP) applications with several advantages over traditional payment methods is becoming more common. While a large diffusion of PMP is already apparent in South Korea, Germany is still lagging behind. The study examines the acceptance factors regarding the intention to use PMP in the mentioned countries to understand this divergence. A research model was developed to explain the behavioral intention, with an extensive literature analysis. An online survey was conducted, 186 Germans and 146 South Koreans participated the research. Results show that in both countries perceived usefulness, perceived risk, perceived compatibility, and personal innovativeness are the factors that determine the individuals’ intention to use PMP. In addition, the social influence has an impact on the intention only in Germany, while the factors perceived ease of use and trust had no influence in both countries. Lastly, the influence of factors perceived compatibility and social influence on intention varies due to cultural differences. The study provides theoretical and managerial implications as well as an insight for further research.

Keywords

• Consumer Behavior
• Proximity Mobile Payment (PMP)
• Behavioral Intention
• Germany
• South Korea

Tüketicilerin Yakından Mobil Ödeme Kullanım Kabulü: Kültürlerarası Ampirik Bir Çalışma

Abstract

Yakından Mobil Ödeme (YMÖ) uygulamalarının kullanımı, geleneksel ödeme yöntemlerine göre birçok avantaj sağlaması nedeniyle giderek yaygınlaşmaktadır. Güney Kore'de YMÖ büyük bir yayılma gösterse de Almanya’da henüz yaygınlaşmadığı söylenebilir. Bu farklılığı anlamak için çalışma, her iki ülkede de YMÖ kullanma niyetiyle ilgili kabul faktörlerini incelemektedir. Kapsamlı bir literatür analizi ile YMÖ kullanım niyetini açıklamak için bir araştırma modeli geliştirilmiştir. Çevrimiçi bir anket yapılmış, araştırmaya 186 Alman ve 146 Güney Koreli katılmıştır. Sonuçlar, her iki ülkede de algılanan fayda, algılanan risk, algılanan uyumluluk ve kişisel yenilikçiliğin bireylerin davranışsal niyetini belirleyen faktörler olduğunu göstermiştir. Ayrıca sonuçlar, sosyal etkinin yalnızca Almanya'da YMÖ kullanma niyeti üzerinde bir etkisinin olduğunu, algılanan kullanım kolaylığı ve güven faktörlerinin her iki ülkede de anlamlı bir etkisinin olmadığını ortaya koymuştur. Son olarak, YMÖ kullanmaya yönelik davranışsal niyette, algılanan uyumluluk ve sosyal etki faktörlerinin etkilerinin kültür baz alınarak yapılan incelemede anlamlı olarak farklılaştığı bulunmuştur. Çalışma, teorik ve yönetimsel çıkarımların yanı sıra izleyen araştırmalar için bazı bilgiler sunmaktadır.

Keywords

• Tüketici Davranışı
• Yakından Mobil Ödeme
• Davranışsal Niyet
• Almanya
• Güney Kore

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