The diffusion of mobile QR-code payment: an empirical evaluation for a pandemic

Abstract

PurposeThe research purpose is to explore the diffusion of mobile QR-code payment (MQP) in a coronavirus disease (COVID-19) context by formulating a behavioral response model based on an integration between protection motivation theory (PMT) and unified theory of acceptance and use of technology (UTAUT). This study also investigates the importance of physical distancing norm for behavioral intention toward MQP.Design/methodology/approachA web-based survey was designed and data were accumulated from 411 validated respondents who have used MQP or tend to utilize it in Vietnam. Statistical analysis was conducted using SPSS and AMOS to verify the hypotheses.FindingsResults illustrated that behavioral intention is motivated by key antecedents of PMT (including perceived severity, perceived susceptibility and self-efficacy) and important factors of UTAUT (including performance expectancy, effort expectancy and social influence), and physical distancing norm. Moreover, perceived severity promotes performance expectancy, whereas self-efficacy boosts effort expectancy in MQP. Lastly, behavioral intention and recommendation were indicators of the diffusion of MQP under COVID-19.Practical implicationsMQP is just in its infant stage in Vietnam; thus, the findings provide managerial implications, which will aid service providers and firms to adopt marketing strategies that enhance consumers' acceptability and recommendation of MQP to the public.Originality/valueLittle is empirically considered the effects of perceived threat-related factors in PMT and physical distancing norm on behavioral intention toward MQP in a salient pandemic setting. Furthermore, the antecedents in UTAUT contribute greatly to behavioral intention. This study enlightens the diffusion of MQP based on behavioral intention and recommendation.