Offline Mobile Payment in a Certain Entity Shop and Its Influence Factors

Abstract

In nearly a decade, with the rapid development of mobile Internet and e-commerce in China, online shopping with mobile terminals has gradually become an important way of shopping for life. In this paper, we selected a new angle of view to explain consumers' acceptance behavior by adding promotional offer, personal innovativeness and social influence into the basic Technology Acceptance Model (TAM). By questionnaire survey on 332 respondents, we used the structural equation model to evaluate the modified model. Results show that our proposed model could explain about 69.84% of the variance in customers' intentions to use mobile payment in entity shops. Attitude is the most important factor influencing users' intention to adopt offline mobile payment compared to perceived usefulness and social influence. Meanwhile, personal innovativeness, perceived usefulness and promotional offer also have significant effects on attitude whereas the perceived ease of use is not as important as others but does with significant effect on perceived usefulness. At the end of this paper, management suggestions for operators are given.