FACTORS ENCOURAGING AND HINDERING A WIDER ACCEPTANCE AND MORE FREQUENT UTILIZATION OF MOBILE PAYMENT SYSTEMS: AN EMPIRICAL STUDY AMONG MOBILE PHONE SUBSCRIBERS IN TURKEY

Year 2021, Volume: 8 Issue: 3, 164 - 183, 31.12.2021

Ertan Coskun Murat Ferman

https://doi.org/10.17261/Pressacademia.2021.1455

Abstract

Purpose- This research deals with determining the factors that affect adoption of mobile payment technology among consumers, in
Turkey. It seeks to find any patterns and connections that may be of aid in framing an implementation strategy for facilitating further
adoption. It has gathered different definitions of “mobile payment” in literature and used a consumer side definition.
Methodology- A survey is conducted among mobile phone subscribers in Istanbul, Turkey for primary data collection phase of this
research. Istanbul is the city that holds the biggest population and has the highest amount of mobile phone subscribers in the country.
Istanbul’s current population is more than 15.6million and mobile phone subscriptions are more than 22million as of 2019. Survey
responses have been analysed with structural equation modelling and results are presented in the corresponding sections.
Findings- Empirical findings of the research show that factors such as usefulness, security, social influence, ease of use, enjoyment and
innovativeness have positive effects on use of mobile payments among consumers. Factors such as attractiveness of alternatives and new
technology anxiety have negative effects on use of mobile payments.
Conclusion- This research has shown that mobile payments are a potential mainstream trend for the near future. Several benefits of the
mobile payment value chain for both technology providers and the consumers have been identified. Other findings of this research can be
stated as the challenges which the stakeholders are experiencing while trying to extend mobile payment technologies to a wider consumer
base. Therefore, the results and the variables can be used by service providers who want to launch new mobile payment solutions for
similar markets and they can take actions for getting more efficient results accordingly.

Keywords

Mobile payment, mobile commerce, technology acceptance, technology adoption, structural equation modelling

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