Determinants of using the mobile payment to buy coffee among female college students in Saudi Arabia

Abstract

This paper explores the use of mobile payment for the purchase of coffee by college students. Mobile payment is an attractive feature to many consumers. The consumption of coffee and the number of coffee shops have increased significantly in Saudi Arabia. Young female adolescents are frequent coffee shop visitors and also savvy technology users in Saudi Arabia. Therefore, this paper investigates the determinants influencing female university students’ adoption of mobile payment to purchase coffee using a logistic regression method. Research on the topic focused on “security” and “trust” issues as important pre-requisites for mobile payment adoption. However, this paper reveals a number of demographic variables that influence coffee purchases through mobile payment. The findings of this study concluded that marital status, safety, age, and monthly income are significant determinants of using mobile payment to purchase coffee. Price was an insignificant factor in students’ decisions regarding mobile payment adoption. The probabilities of using mobile payment increase as students get older. Also, single female students are more likely to use mobile payment compared to married students. This study recommends that multi-perspective and multi-level research is required as consumer mobile payment adoption is a complex phenomenon in the food and agricultural sector.