Ijbm-01-2020-0039 proof 1575
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Mindfulness, Mobile paymen
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Mobile payments adoption
– introducing mindfulness to better understand consumer behavior Carlos Flavian and Miguel Guinaliu Marketing Management and Marketing Research, Faculty of Economics and Business, University of Zaragoza, Zaragoza, Spain, and Yuntao Lu Shanghai International Studies University, Shanghai, China Abstract Purpose
– With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims to investigate the main determinants of mobile payment use intention and proposes a model of mobile payment adoption, integrating mindfulness as a major factor. Design/methodology/approach – Data for the study were collected through an online survey of a representative sample of 414 users in the United States and 380 in Spain. Structural equation modelling (SEM) was used to verify the validity of the variables and the relationships among them. Findings – The results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention. Research limitations/implications – The present study is based on samples from only the United States and Spain, which limits generalization of the results. The notion of mindfulness is new in mobile payment adoption research, so future studies should analyze in more detail and in depth its effect on these adoption processes. Originality/value – This is the first study to incorporate mindfulness into a mobile payment adoption process. Incorporating mindfulness complements traditional variables to show how users address the adoption process (e.g. novelty seeking, engagement, anxiety, attention paid). Keywords Mindfulness, Mobile payment, Adoption, Intention to use, SEM Paper type Research paper 1. Introduction With the rapid development of e-commerce, the emergence of new technologies, such as Near Field Communication (NFC) ( Ondrus and Pigneur, 2007 ), and the extensive use of mobile devices, has drastically changed how consumers complete their transactions, leading to the greater popularity of mobile payment. Compared to traditional payments, such as cash and debit/credit cards, the principal advantage of mobile payment lies in its convenience, as it is not limited to time or location ( Shao et al., 2019 ). According to eMarketer (2018) , the number of mobile payment users reached 938.2 million in 2018, with more than two-thirds of them residing in China and India, followed by the USA. While mobile payment has high user-penetration rates in China and India, it has not been adopted as much as expected in western societies ( Li ebana-Cabanillas et al., 2018a , b ). There are many reasons why mobile payment adoption is different across countries, among which the most critical is that many factors influence mobile payment use intention. On the other hand, the impact of the COVID-19 pandemic is favoring the adoption of alternative payment methods to cash in order to avoid physical contact. Recently gathered data have shown changes in consumer behavior worldwide, from Africa and the Middle East Mindfulness in mobile payments
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This research was supported by the European Social Fund and the Government of Aragon (LMP65_18 and group “METODO” S20_17R). The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0265-2323.htm Received 28 January 2020 Revised 28 July 2020 30 August 2020 Accepted 4 September 2020 International Journal of Bank Marketing Vol. 38 No. 7, 2020 pp. 1575-1599 © Emerald Publishing Limited 0265-2323 DOI
10.1108/IJBM-01-2020-0039 ( Nnabugwu, 2020 ) to the USA ( Businesswire.com, 2020 ) and Latin America ( Globenewswire.com, 2020 ). Without a doubt, these drastic and rapid habit changes are forcing researchers to focus strongly on contactless payment methods. Some studies into mobile payment have been carried out in recent years, while technology adoption has been studied for much longer. Dahlberg et al. (2015) reviewed mobile payment research from 2007 to 2014 and concluded that the research has focused mainly on three themes: strategy and ecosystems, technology, and adoption. In the marketing field most studies have focused on the factors that influence mobile payment adoption. Various theories and models from different disciplines have been applied to provide more explanation. Of these, the most adopted are the technology acceptance model (TAM), the unified theories of acceptance and use of technology (UTAUT), the trust and innovation diffusion theories, and the mental accounting theory. These models have been widely used to investigate technology adoption. Although the contributions made in the field of the adoption and continued use of technology are noteworthy, they do not fully reflect the more rational aspects of adoption, especially the fact that sometimes the consumer does not make this type of decision based on realistic and well-founded beliefs ( Sun et al., 2016 ). On the other hand, some researchers have emphasized the need to introduce psychological research into IS studies ( Raman and McClelland, 2019 ). The inclusion of concepts such as mindfulness can contribute to overcoming the weaknesses observed in the previous literature. For instance, regarding technology adoption, the latest researchers (e.g. Roberts et al., 2007a
, b ; Sun and Fang, 2010 ; Oredo and Njihia, 2015 ) have recognized “mindfulness,” a cognitive state of active attention, as an important antecedent and suggested that it makes people more receptive to new information and aware of local conditions, and alternative choices, which make it clear to them why they should choose a certain technology over its alternatives. Oredo and Njihia (2015) held that mindfulness is closely related to innovative behaviors, as individuals ’ ability to achieve reliable performance depends on the way they think and reflect on changing situations. Mindfulness has been shown to have an influence on technology adoption ( Sun et al., 2016 ); in a context where technologies are changing at a very fast pace, whether users adopt them is affected by their perceptions. Sun and Fang (2010) argued that new technology adoption can be mindful or mindless. In the first (mindful) assumption, the consumer actively searches for information about this and other similar technologies to understand their capacity to adapt to his/her needs, and for the opinions of others. On the contrary, in the second assumption (mindless) the consumer does not actively seek for information, so there is greater uncertainty about the future outcome of adoption. The present study proposes an adoption model of mobile payment services, integrating mindfulness as a new variable. The specific objectives are: (1) to investigate the factors that determine the consumer ’s intention to adopt mobile payment services; (2) to give an overview of the role of mindfulness in mobile payment adoption; and (3) to provide implications for both academic researchers and practitioners. The study hypothesizes that mindfulness, perceived usefulness, perceived ease of use, subjective norms and attitude are major factors that influence mobile payment adoption. Other relationships among the variables are also tested. This study is structured into three parts. The first reviews the previous literature on mobile payment and defines the factors that influence its adoption, and develops the conceptual model of mobile payment adoption and the related hypotheses. In the second the methodology is introduced, including scale development, data collection and hypotheses validation. Next, the results, based on SEM analysis, are provided; these confirm the validity of all the hypotheses. Finally, implications, limitations and guidance for future research are provided. 2. Conceptual framework and development of the hypotheses 2.1 Technology adoption models Technology adoption has been a critical field of research during the last three decades ( Chuttur, 2009 ). Many theoretical models have been proposed during this process to IJBM
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investigate the mechanism of users ’ adoption of both general and specific technologies to better explain and predict their behavior. Among these, the technology acceptance model (TAM) by
Davis (1986 , 1989 ), the theory of reasoned action (TRA) by Fishbein and Ajzen (1975) and its extended version ( Venkatesh and Davis, 2000 and
Venkatesh and Bala, 2008 ), the theory of planned behavior (TPB) by Ajzen (1991) , and the unified theory of acceptance and use of technology (UTAUT) by Venkatesh et al. (2003 , 2012
) have been widely applied to explain the adoption of very different types of innovations. Davis (1986) proposed the TAM, an adapted model of the TRA, to investigate the determinants of Information System (IS) acceptance. The TAM proposes that there are two primary factors, perceived usefulness and perceived ease of use. The former relates to the degree to which users perceive that IS can help with their work performance. The latter relates to their perceptions of difficulty in using IS. Both factors can affect the attitude of users toward the technology, which leads to actual system use. Since it was first proposed the TAM has been extensively tested and modified to predict technology adoption behavior, given that a major problem with the TAM is that many additional factors could influence technology acceptance in specific contexts (see Figure 1 ). The theory of planned behavior (TPB) has two more constructs than the TAM: subjective norms and perceived behavioral control. The TAM suggests that not all human behaviors are voluntarily, that is, many are under subjective control. The higher the perceived control over a certain behavior, the higher the positive intention to perform the behavior (see Figure 2
). None of these theoretical models is without flaw. Therefore, many researchers tend to investigate practical issues by combining two or more of them. For instance, Alam et al. (2018) integrated the TAM, the TPB and DOI theories to study mobile banking adoption in Malaysia. Based on these models, the present study seeks to explain intention to use mobile payment, using mindfulness as initial precursors. In the following section we present arguments to formulate the hypotheses and explain how mindfulness influence perceived Perceived Usefulness Perceived Ease of Use Attitude Toward Using
Actual System
Use X1 X1 X1 User Motivation Attitude Toward the Behavior Subjective Norm
Perceived Behavioral Control Intention Behavior Figure 1. Original TAM ( Davis, 1986 ) Figure 2. Theory of planned behavior ( Ajzen, 1991 ) Mindfulness in mobile payments
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usefulness, perceived ease of use, subjective norms, and, finally, how this group of variables condition attitude toward and intention to use mobile payment. 2.2 Overview of mobile payment adoption The study of mobile service user behavior is a topic of current interest in the scientific marketing community (e.g. Smith, 2020 ; Calvo-Porral and Otero-Prada, 2020 ; Calvo-Porral and Nieto-Mengotti, 2019 ). One of the most interesting related issues is the adoption of mobile payment ( Li ebana-Cabanillas, et al., 2019 ). Mobile payment has been defined as using mobile phones or other mobile devices to purchase goods or services ( Kim et al., 2010 ). Mobile payment services also refer to any business activities which use mobile devices to successfully complete economic transactions ( Li
). There are two main types of mobile payment, remote mobile payment and proximity mobile payment ( Liu, 2015 ), which are, respectively, carried out at a distance and in physical stores. Mobile payment, as an emerging technology, is recognized as one of the applications with the most potential ( Li ebana-Cabanillas et al., 2014a , b ). Its use is already very extensive, from buying cinema tickets to paying for transportation, and many others.
Dahlberg et al. (2015) suggested that research into mobile payment can be categorized into three lines: strategy and ecosystems (e.g. Au and Kauffman, 2008 ; de Reuver et al., 2015 ), technology and technological environment (e.g. Ou and Ou, 2009 ; Ahamad et al., 2014 ), and adoption (e.g. Lu et al., 2011 ; Li ebana-Cabanillas et al., 2014a , b ). Mobile payment adoption has, for several reasons, received the most attention among marketing scholars. The first reason is that mobile payment has great potential and, with its convenience, can benefit millions of users and companies around the world ( Li ebana-Cabanillas et al., 2019 ). The second is that technology adoption has been much studied in the marketing field, for example, by Sun et al. (2016) , Karahanna et al., (1999) , Wallace and Sheetz (2014) .), etc., and mobile payment is considered to be a disruptive technology ( Schmidthuber et al., 2018 ), thus worthy of attention. The last is that it is important to understand consumer preferences and identify the reasons they are willing to use, or not use, a technology; only in this way can mobile payment services generate value for both consumers and stakeholders ( Dahlberg et al., 2015 ). Johnson et al. (2018) pointed out that prior studies of mobile payment service adoption are mainly built upon several classic models, including the technology acceptance model (TAM), the theory of reasoned action (TRA), and the unified theory of acceptance and use of technology (UTAUT). Other theories and models have been adopted by some researchers, for example, the innovation diffusion theory ( Shao et al., 2019 ; Johnson et al., 2018 ; Oliveira et al., 2016 ) and mental accounting theory ( Park et al., 2019 ). Park et al. (2019) adopted mental accounting theory to illustrate how anxiety and social influence affect the benefits of mobile payment services, as it explains consumer behavior under conditions of risk and uncertainty. For the present study, a series of variables are identified from these models as antecedents of user adoption of mobile payment. Li ebana-Cabanillas et al. (2019) listed most of the factors that influence the adoption of mobile payment services in his review of scientific articles concerning mobile payment published between 2015 and 2017. The factors that have been studied most frequently are perceived ease of use, perceived usefulness, attitude, compatibility, trust, perceived risk, social influence, subjective norms, etc. However, no studies have included all the factors that affect the user ’s intention to adoption mobile payment. Indeed, studies from different perspectives can help us better understand the mechanisms of mobile payment adoption. Based on the above, the present study attempts to provide a broader view of the issue. The variables most frequently used in models of mobile payment adoption are taken as a starting point: perceived ease of use, perceived usefulness, attitude and subjective norms ( Li ebana- Cabanillas et al., 2019 ). However, it is suggested that these traditional adoption models can be IJBM 38,7
1578 enriched by adding other aspects that reflect how users face the challenges of adoption, for example, the anxiety generated in the early stages of the process ( Park et al., 2019 ), which can be conditioned by what is expected of us (social norms). Therefore, to analyze this issue from a broader perspective, the concept of mindfulness is introduced. Mindfulness allows us to consider the ways in which users address the different aspects characteristic of the adoption process. In the present study, it is shown that mindfulness is a determining factor in explaining adoption. 2.3 Mindfulness According to Roberts et al., (2007a) , holistic traits, such as awareness and openness, can potentially explain technology behaviors. A commonly accepted theory concerning awareness is the theory of mindfulness. Mindfulness is a state of consciousness, defined as the process of being aware of, or paying attention to, the moment-to-moment experience ( Kabat-Zinn, 1990 ; Jha et al., 2007 ). In brief, being mindful is a state of focusing on something in the present moment, without making any judgments. For instance, people use mindfulness meditation to relax and to remove themselves from the distractions of day-to-day life by paying attention only to their bodies, feeling their constant changes, and by making no judgments – by “being in the moment.” Greeson (2009) held that mindfulness affects the mind, the brain, the body and behavior, as greater awareness and attention lead to lower stress levels. When being mindful, people are aware only of the current conditions and can voluntarily focus on what matters to them. Therefore, while mindfulness is a concept originating from philosophy and religious studies, it has been widely applied in psychology (e.g. Langer, 1989 ), medicine (e.g. Ludwig and Kabat-Zinn, 2008 ) and sports (e.g. Bernier
et al., 2009 ). However, research into mindfulness in the marketing field is quite scarce. As a matter of fact, mindfulness shares many similarities with the TPB construct of perceived behavioral control, as both are subjective and related to human cognition. Among the few studies, Ndubisi (2014) examined the role of mindfulness in consumer behavior and service, and found that it can lead to greater consumer commitment, satisfaction, trust, attitudinal loyalty, behavioral loyalty and switching restraint. Mindfulness has also been examined in relation to quality and reliability at organizational and company strategy levels ( Ndubisi, 2012 ). Mindfulness can be a powerful tool to explain how attention or awareness help consumers make decisions. Rosenberg (2004 , p. 108) argued that mindfulness can “enhance consumers’ awareness of potentially accessible cognitive-behavioral processes underlying consumption that have become relatively automatic. ” Sun and Fang (2010) held that mindfulness can contribute to technology adoption by reducing uncertainty and enhancing the perceived usefulness of the technology. Stankov et al. (2020) claimed that technologies, such as mobile devices, can facilitate the practice of mindfulness in the context of tourism by changing consumers ’ perceptions. As for the influence of mindfulness on technology adoption, Roberts et al., (2007a) conceptualized the mechanisms of individual mindfulness in the domain of information systems and suggested that the mindfulness concept can be applied to research into technology adoption and use. Sun et al. (2016) developed a new concept based on traditional mindfulness theory, which they termed mindfulness of technology adoption (MTA), to explore the relationship between mindfulness and technology adoption. They defined MTA as a state of consciousness where “a person investigates technology in detail and in relation to local contexts and alternative technologies ” ( Sun et al., 2016 , p. 380). The MTA model argues that mindfulness can reduce uncertainty and influence users ’ perceptions of the usefulness of, and intention to use, a technology. These authors suggested that a mindful person will pay more attention to the functions of a technology and whether it is easy to use, which will affect their attitude toward the technology. In the same work the authors, to better explain the Mindfulness in mobile
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1579 mechanism of how mindfulness affects technology adoption, proposed four dimensions of mindfulness: engagement with the technology, technological novelty seeking, awareness of local contexts and cognizance of alternative technologies. These are based on the original four mindfulness dimensions proposed by Langer (1989) . Technological novelty seeking is the individual ’s willingness to enjoy the novelty of a new technology. Engagement with the technology is the degree to which an individual likes to use a technology and enjoys the process. Awareness of local contexts is the individual ’s understanding of how a technology can be useful in local situations and personal cases. Cognizance of alternative technologies is related to the user ’s awareness of the differences between a technology and its alternatives, and his/her choice of the technology over other available options. The present study adopts Sun et al. ’s (2016) four dimensions of mindfulness and adapts them to the context of mobile payment. Table 1 gives specific definitions and examples of the four dimensions. Previous research has noted the possibility that mindfulness may facilitate the search for, and perception of, new technological functions and uses (e.g. Goodhue and Thompson, 1995 ; Goswami et al., 2008 ). Thus, Goodhue and Thompson (1995) pointed out that when technology users are more aware of their needs and of how technologies might satisfy them, their ability to evaluate the usefulness of the technology improves. Goswami et al. (2008) analyzed the role of mindfulness in RFID technology adoption. Among other interesting results, they found that mindful decision-makers are more aware of the technical characteristics of technologies and their capacity for adaptation to the needs of the organization. Given that mindfulness, because it helps users better evaluate technological characteristics, favors their perceptions of the usefulness of the system, it is reasonable to conclude that the four mindfulness dimensions might better explain its effect on mobile payment adoption and other factors. Taking into account the previously described characteristics of the dimensions that make up the mindfulness construct, we can establish a clear relationship with perceived usefulness. First, when engaging with mobile payment, such as by active information searching and processing ( Sun and Fang, 2010 ), users
tend to explore the additional features and functionality of mobile payment itself. This requires the application to be capable of exploration. For example, when first interacting with this new technology, users begin by exploring the payment function. More functions, such as Dimensions of mindfulness ( Sun et al., 2016 )
Sun et al., 2016 ) Example in the context of mobile payment Engagement with the Technology The degree to which a person actively seeks information about the functional uses of a technology The user explores the functionality of mobile payment in detail when adopting it Technological Novelty Seeking The degree to which a person compares the technology with other technologies for uniqueness When adopting mobile payment, a user compares it with other payment methods, such as credit cards and cash, to identify how mobile payment is different Awareness of Local Contexts The degree to which a person thinks that the technology fits the local context and specific needs Users adopt mobile payment to facilitate their shopping experience Cognizance of Alternative Technologies “The degree to which a person is aware of a technology ’s alternatives and their advantages and drawbacks. ” When carrying out monetary transactions, the user is also aware of other payment methods, such as credit cards and cash Table 1.
Four dimensions of mindfulness IJBM 38,7
1580 mobile money transfer, will also be noticed by users as they engage more often with the mobile payment system. In this way, mindfulness can positively affect the user ’s perceptions of the technology ’s usefulness. Second, the consumer’s awareness of where mobile payment can be used will also contribute to its perceived usefulness. It would be normal, in the first instance, that users would know that mobile payment might be used for shopping in physical stores, and then later come to realize that it can also be used for online purchasing. Third, understanding the novelty of mobile payment and being aware of its alternatives also enhance perceived usefulness, as when users come to realize how it differs, in a positive way, from other payment methods, they might find it more convenient and, thus, useful. The most evident advantage of mobile payment is its convenience. As is normal with mobile devices, mobile payment can be completed instantly, which underlines the usefulness of the technology. Therefore, we hypothesize that: H1a. Mindfulness has a positive influence on the user ’s perceptions of the usefulness of mobile payment. A basic pillar of any technological development is that it is easy to use, that is, it minimizes the cognitive effort needed to exploit it ( Venkatesh et al., 2003 ). As we previously commented, in a state of mindfulness, the technology user is more aware of his/her needs and how technologies can be adapted to them. In this way, the user ’s ability to evaluate the ease of use of the technology is increased. Consequently, mindfulness can favor higher perceptions of the usefulness of information systems. Thus H1b. Mindfulness has a positive influence on the user ’s perceptions of the ease of use of mobile payment. Previous studies have also confirmed that mindfulness directly influences technology adoption. Safeena et al. (2012) suggested that, to adopt a new technology, consumers must first possess a level of knowledge about it, which means being mindful is a prerequisite of technology adoption. For example, Lebanese consumers preferred to fully understand mobile banking services before they adopted them ( Koksal, 2016 ). Tona and Carlsson (2014) claimed that mindfulness affects the decision-making processes of companies in adopting mobile business intelligence technologies. Mindful people, as they pay more attention to their functions and characteristics, tend to find certain technologies more acceptable. When users come to realize the novelty, convenience, and other positive differences of mobile payment, they will choose it over its alternatives. Thus, we hypothesize: H1c. Mindfulness has a positive influence on the user ’s attitude toward mobile payment. 2.4 Perceived usefulness According to the TAM, perceived usefulness is the degree to which a user believes that adopting a specific technology will increase his/her work effectiveness and performance ( Davis, 1993 ; de Luna et al., 2018 ). It is the user ’s perception of the usefulness enhancement of adopting a new technology ( Ooi and Tan, 2016 ). Perceived usefulness, with attitude and perceived ease of use, is one of the antecedents of behavioral intention in the TAM model ( Davis, 1986 ). Pham and Ho (2015) held that perceived usefulness should be the first characteristic of a new technology to be taken into account. Prior studies have suggested that perceived usefulness has a direct positive influence on attitude and intention to use ( Davis,
1993 ; Li ebana-Cabanillas et al., 2017 ; Hsu and Chiu, 2004 ). In the case of mobile payment, the existence of perceived usefulness can persuade the consumer that the mobile payment process might be useful to make a certain purchase ( Li ebana-Cabanillas et al., 2018a , b ). In addition, mobile payment has other functions, for example, it can be used to transfer money online. As the TAM ( Davis, 1986 ) illustrated, Mindfulness in mobile
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1581 perceived usefulness is associated positively with the consumer ’s attitude toward certain technologies. In the context of mobile payment, when users become aware of its usefulness, they will develop favorable attitudes toward it. These favorable attitudes will be enhanced by mobile payment ’s unique functions. Therefore, we hypothesize that: H2a. Perceived usefulness has a positive influence on the user ’s attitude toward mobile payment. Williams (2018) suggested that the TAM also predicts that an individual ’s intention to use mobile payment depends on his/her perceptions of its perceived usefulness. Koksal (2016) found that technologies, such as mobile banking, allow their users, anywhere and at any time, to access information about their current balances and past transactions, thus strengthening users ’ adoption intention. The positive influence of perceived usefulness on adoption intention of mobile banking has been supported by previous studies ( Tran and Corner, 2016 ). Mobile banking is actually a form of mobile payment, and all mobile payment services are similar to mobile banking in this respect. When users come to recognize the usefulness of mobile payment over other payment methods (such as cash and credit cards), for example, through completing their transactions more conveniently, they will tend to adopt mobile payment over these other methods. Therefore, we posit the following: H2b. Perceived usefulness has a positive influence on the user ’s intention to use mobile payment. 2.5 Perceived ease of use In the TAM model, Davis (1989) defined perceived ease of use as the individual ’s perception regarding the simple, easy and effortless operation of a certain technology system. It is the assessment of the effort involved in the use of a technology ( Venkatesh, 2000 ) and has been considered as one of the most influential determinants of intention to adopt new technologies ( de Luna et al., 2018 ). Perceived ease of use and perceived usefulness have been proposed as the two main factors that determine the acceptance of new technologies ( Li ebana-Cabanillas et al., 2014a , b ; Franco et al., 2007 ; Belanche et al., 2019 ), and both are important and reliable predictors of users ’ attitude and intention toward new technologies ( Li ebana-Cabanillas et al., 2018a , b ). Perceived ease of use is the most significant and also the most widely proposed antecedent in the assessment of the adoption of mobile payments ( Dahlberg et al., 2015 ). In the TAM ( Davis, 1989 ), Davis posited that perceived ease of use has a positive influence on perceived usefulness and indirectly affects intention to use by positively affecting attitude toward new technologies. Some studies have examined the role of perceived ease of use in mobile payment adoption (e.g. Matemba and Li, 2018 ; Johnson et al., 2018 ; Li
, b ; Williams, 2018
; Ooi and Tan, 2016 ; Pham and Ho, 2015 ). On the one hand, the influence of perceived ease of use on perceived usefulness was confirmed by Li ebana-Cabanillas et al. (2017) for both short message service (SMS) and NFC mobile payment systems, by de Luna et al. (2018) for
exclusive NFC mobile payment systems, and by Li ebana-Cabanillas et al. (2017) for general mobile payments. On the other hand, the influence of perceived ease of use on the user ’s attitude toward mobile payment was supported by Ooi and Tan (2016) and
Pham and Ho (2015)
. Gan et al. (2016) argued that Chinese consumers are concerned with convenience and the level of difficulty of using credit cards, which explains why mobile payment is widely accepted in China; mobile payment has higher ease of use than credit cards. Thus, the following hypotheses are posited: H3a. Perceived ease of use has a positive influence on the user ’s perceptions of the usefulness of mobile payment. IJBM
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H3b. Perceived ease of use has a positive influence on the user ’s attitude toward mobile payment. 2.6 Subjective norms Subjective norms are the perceived social pressures that come from certain important referents, such as relatives, friends, and any others related to the individual, to perform a particular behavior ( Ajzen, 1991 ). The behaviors of these people can affect how individuals perceive a certain technology and even how they behave themselves. Individuals tend to behave as these referents expect ( Li ebana-Cabanillas et al., 2018a , b ). Subjective norms, as Davis (1989) indicated, is a construct related to social influence. This was also supported by de Luna et al. (2018) , Zhou (2011) , and Cheung and Lee (2010) . Social influence includes three aspects: compliance (subjective norms), internalization (group norms) and identification (social identity) ( Cheung and Lee, 2010 ). Social influence is a significant construct influencing technology adoption. Lu et al. (2005) suggested that social influences are potentially important determinants of mobile technology adoption. Schierz
et al. (2010) defined the concept of subjective norms, in the context of mobile payment, as the degree to which the social environment of an individual perceives mobile payment as desirable. The theory of planned behavior posits that subjective norms have an influence on consumer attitude and behavioral intention ( Ajzen, 1991 ; Abrams et al., 1998 ). On the one hand, previous studies have shown that subjective norms and attitude are related. Chang (1998)
thoroughly tested the causal relationship between subjective norms and attitude, and claimed that social influence, such as subjective norms, can form an individual ’s attitude. Tarkiainen and Sundqvist (2005) examined the relationship between subjective norms, attitude, and intention to buy organic food, and found that subjective norms can affect consumption intention through attitude. Therefore, the authors of the present study argue that when an individual ’s important referents show favorable attitudes toward mobile payment, the individual will also form a favorable attitude toward it. Therefore, the following is proposed: H4a. Subjective norms have a positive influence on the user ’s attitude toward mobile payment.
On the other hand, Schepers and Wetzels (2007) , in a meta-analysis of the technology acceptance model, concluded that subjective norms have an influence both on perceived usefulness and behavioral intention to use. As for mobile payment, an individual, by seeing others, especially those (s)he regards as trustworthy, using mobile payment, will feel pressure to use this form of payment. Thus, subjective norms, like other social influences, can affect the user
’s intention to adopt a certain technology. H4b. Subjective norms have a positive influence on the user ’s intention to use mobile payment.
2.7 Attitude Attitude is considered to be a multidimensional construct consisting of behavioral, cognitive, and affective factors ( de Luna et al., 2018 ). The behavioral component is behavioral intention, such as purchase intention and intention to recommend; the cognitive component refers to the individual ’s experiences, beliefs and opinions about a product or service; and the affective component is the individual ’s feelings, emotions and evaluations of a product or service ( de Luna et al., 2018 ). Both the TAM ( Davis, 1989 ) and the TPB ( Ajzen, 1991 ) regard attitude as an important construct that influences the user ’s behavior or intention to adopt a certain technology. Mindfulness in mobile
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1583 Attitude has also been considered to be a common factor determining mobile payment adoption ( de Luna et al., 2018 ; Li ebana-Cabanillas et al., 2014a , b ). Gupta and Arora (2017) held that attitude has a positive influence on the adoption of mobile banking services. In line with previous works, the present study posits that the user ’s attitudes can positively affect intention to adopt mobile payment services. Therefore, the following hypothesis is proposed: H5. The user ’s attitude toward mobile payment has a positive influence on his/her intention to use mobile payment. Drawing on previous literature, this study proposes a conceptual model of mobile payment adoption, at Figure 3 . The relationships are tested in the following section. 3. Methodology 3.1 Sample procedure and data collection In order to adequately reflect in the questionnaire the concepts included in the analysis, an in- depth literature review was conducted. To guarantee the face validity of the measuring instrument – the degree to which respondents judge that the items are appropriate to the targeted construct ( Anastasi, 1988 ) – the questionnaire was submitted for evaluation by several experts in the field, including a pair of independent researchers and a pair of practitioners. Specifically, face validity was tested through a variation of the Zaichkowsky method ( Zaichkowsky, 1985 ), whereby each item is categorized by a panel of experts as “clearly representative,” “somewhat representative” or “not representative of the construct of interest. ” Subsequently, the scales were translated into Spanish by a specialized professional copyeditor, and later modified in response to observations made by a pair of Spanish- speaking practitioners and a pair of independent researchers. The scales finally used in the questionnaire and the original sources are shown in Appendix
. A specialized market research agency used its consumer panels to recruit respondents to undertake the online questionnaire. To develop the online survey and maximize the benefits of the method, the present study followed recommendations by Illum et al. (2010) , such as keeping it short and guaranteeing the participants ’ anonymity. To participate in the study, the respondents were required to have adopted mobile phone payment during the previous year, to be at least sporadic users of mobile payment, and to have used it at least once during the month prior to completing the online questionnaire. The survey included several Mindfulness Perceived usefulness Perceived ease of use Subjective norms
Attitude Intention to use
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