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You searched Library Catalogue - Author: Kochan, Stephen G
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Call Number (WOU)
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SP CEMBA 2017 77
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Author
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Yang, Nan
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Title
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Consumers' preference for mobile payment service in Malaysia / Yang Nan
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Abstract
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The aim of this study is to find out the factors that affect consumers‟ acceptance of the mobile payment service, a relatively new payment model, in the Malaysian context. Mobile payment is not a new phenomenon in the world, and it can trace back to the 1990s. Starting from that time, this new payment model has evolved at a rapid speed and is well accepted and used by people around the world. Users benefit from its convenience and fast transactions. With more and more recognizable brands stepping into the industry to advance technology, i.e. Apple, Samsung and Google, the industry is believed to be further boosted
and has a bright future. The Malaysian mobile payment sector is still in its infancy stage. The average transaction value per user in Malaysia amounts to USD 90.81 in 2016 compared with USD 788.15 in US, USD 281.41 in China and USD 272.36 in South Korea. (Statista n.d.).From the data, we can see that there is a big gap between us and other technologically advanced country indicating a big potential for further development in this sector in Malaysia. In other words, despite the tremendous growth of mobile payment in other parts of the world, it fails to thrive in Malaysia. To have a better insight regarding the determinants that influence the acceptance of new technology such as mobile payment service, this research has adopted technology acceptance model (TAM), Unified Theory of Acceptance and Use of Technology(UTAUT) as theoretical framework, and simultaneously add a new construct to address the consumers‟ safety and security concern. A questionnaire was designed online and distributed both through online and field distribution between February and April, 2017. Of the total 150 distributed questionnaires, 120 responded and usable for analysis (30 incomplete responses have been eliminated). The result strongly supports the universal application of TAM for new technology acceptance and reveals some unique characteristics specifically for the Malaysian context. The result shows that perceived usefulness is the most significant antecedent of users‟ behavioral intention (BI). Perceived ease of use and perceived safety also exert significant effect on BI. However, social influence and facilitating conditions proved to be non-determinants of BI. The result of this research will have a far reaching effect not only economically but also socially. It will benefit any company who is already in this sector or going to invest in it by assisting them to understand the concerned issues or underlying facts perceived from the view of the consumers regardless of whether they are current users or a potential user in order for them to provide a customized and better improved service to the market. The government will also benefit from this research by listening to the voice of the people and establishing favorable laws and regulations for the sake of improving the economic outlook of the country.
Key Words: Mobile payment, Technology Acceptance Model (TAM), Theory of Reasoned
Action (TRA), Theory of Planned Behavior (TPB), Innovation Diffusion Theory (IDT).
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Mobile commerce.
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