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Understanding Determinants of Customer Behavioral
Intention in Using Mobile Payment at Convenience Stores
Mei Mei Lau
Lecturer, School of Professional Education and
Executive Development,
Hong Kong Polytechnic University, Hong Kong
(852) 37460707
spmay@speed-polyu.edu.hk
Ronnie Cheung
Director of Information Technology, iFlexify Co., Ltd
(852) 96305750
csronnie@gmail.com
ABSTRACT
Mobile payment technology has been gradually adopted all over
the world, which is seen as the trend of all our future payment. In
Hong Kong, using mobile payment is very common in
convenience stores, so present study identifies its drivers. A
questionnaire survey was conducted to obtain the attitude from
customers. A total of 150 responses were collected. Data were
analyzed using multiple regression analysis, and to test a
theoretical framework developed from Technology Acceptance
Model. The findings showed that perceived usefulness, ease of use,
compatibility, and subjective norm affect customers’ intention to
use mobile payment. Managerial implications of the findings are
also shown.
CCS Concepts
• Information systems~Mobile information processing systems
Keywords
Intention to use mobile payment; perceived usefulness; perceived
ease of use; perceived compatibility; perceived security;
subjective norm; fear of obsolescence.
1. INTRODUCTION
Given the widespread use of mobile technology and desire for
convenience and timely, the spread of mobile devices like
smartphones and tablets has led to strong growth of mobile
commerce; mobile payment being one of the most vital factors to
drive the fruitful mobile commerce (Yang et al., 2012). Mobile
payment means to pay over mobile device, settle payments for
product, services or bills, like Apple Pay, UnionPay, Android Pay,
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IC4E 2019, January 10–13, 2019, Tokyo, Japan
© 2019 Association for Computing Machinery.
ACM ISBN 978-1-4503-6602-1/19/01…$15.00
DOI: https://doi.org/10.1145/3306500.3306549
357
Aris Y C Lam
Senior lecture, School of Professional Education and
Executive Development,
Hong Kong Polytechnic University, Hong Kong
(852) 37460704
sparis@speed-polyu.edu.hk
Tsan Fai Leung
Buying trainee, Swire Resource Limited
(852) 62961592
cancanabc2008@hotmail.com
and Wechat Pay, those are becoming a critical channel for
generating financial transactions (Dahlberg et al., 2008;
Khalilzadeh et al., 2017; Leong et al., 2013).
Until now, lots of commercial firms have substantially spend
money in mobile payment applications to boost their revenue, like
Google, they have spent $100 million to develop mobile payment
system in May 2010 (Yang et al., 2012), and Nokia has spent $70
million in Obopay to expand into mobile payment market since
2009 (Yang et al., 2012), which show that mobile payments are
becoming a growing market. As a result, various industry analysts
estimate greater growth in the business of mobile payment.
According to Statista (2018), the revenue in 2018 was $930 billion
and is estimated to surpass $1080 billion in 2019.
The significance of this research for the convenience store market
is far reaching. By having a poor understanding of consumer
motivation regarding using mobile payments, which probably
result in loss of opportunities to attract potential customers,
especially “minute shopper”.
Although previous studies show that people who not consider
using e-payment, are having concerns on security problem (Zhu,
2010). However, mobile payments have enabled better security
control, it reduces the risk of fraud and improves consumer
confidence, their confidence on e-payment is important for
merchants because it could benefit both consumers and merchants
(Shatskikh, 2013). According to Statista (2018), the number of
using mobile payment in Hong Kong has 0.2% growth in each
year. People are gradually moving to mobile e-commerce from
traditional because of better security control. Due to the
introductory growth, it was clearly present the potentiality of
mobile payment (Lu et al., 2011).
In addition, there is also a trend of adopting mobile payment in
Asia, transaction value over mobile payment in China was
increasing and the number of stores adopting mobile payment
systems has kept raising over time (Lu et al., 2011). The highest
transaction value worldwide is reached in China which contain
US$198,232 million in this year (Statista.com, 2018). Hence, it
has large potential in mobile payment over Asia countries.
Based on the above marketing problems, this study proposes to
investigate the determinants of customer intention to use mobile
payment in convenience stores. Four objectives are formulated: to
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review literature on the trend of mobile payment; to investigate
the determinants of customer intention to use mobile payment at
convenience store; to find out the relationships among proposed
constructs (perceived usefulness, perceived security, perceived
ease of use, perceived compatibility, subject norm and fear of
obsolescence) and the intention to use mobile payment; and to
provide suggestions for convenience stores and mobile payment
applications.
2. LITERATURE REVIEW AND
RESEARCH FRAMEWORK
DEVELOPMENT
The Technology Acceptance Model (TAM) has been a well-
recognized theoretical framework for understanding or predicting
the behavior and acceptance of customer over the technology
(Davis, 1989). This theory was developed by Davis (1989) which
was drawn on the theory of planned behavior and theory of
reasoned action (Yang et al., 2012). It has also been investigated
and extended by numerous empirical studies (Chau, 1996; Wu and
Wang, 2005; Wu et al., 2007). The original TAM has proven that
perceived ease of use and perceived usefulness are two major
independent variables to drive a person to use technology (Wu
and Wang, 2005). Later, TAM was extended with various
antecedents by researchers. For instance, Ajjane and Hartshorn
(2008) have proposed perceived compatibility and subjective
norm as antecedents of using technology (Ajjan and Hartshorne,
2008). Also, other empirical studies have proven different
determinants (Schierz et al., 2010). Perceived security has
suggested to determinants of using technology. Fear of
obsolescence was related to mobile payment directly (Venkatesh
and Brown, 2001).
All antecedents were selected carefully so as to correspond with
current investigation of mobile payment. Therefore, the integrated
model is further extended with the relations among constructs.
Figure 1 is the theoretical framework for this study based on
previous works (Perry, 2017; Shatskikh, 2013).
Source: Adopted from Shatskikh (2013) and Perry (2017)
Figure 1. The research framework of this study.
2.1 Intention to Use Mobile Payment
Individuals are probably to become adopters when they have a
higher intention in new technology adoption, and they are more
likely to recommend new technology to the others (Leong, 2013).
Attributed to the development of social networks, users could
share their opinion or experience in using mobile payment
services easily, it brings lots of opportunities and challenges to
organizations (Oliveira, Thomas, Baptista and Campos, 2016).
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2.2 Perceived usefulness
Perceived usefulness represents the extent to which a user believes
that would enhance his performance by using a particular system
(Mallat and Tuunainen, 2008). The intention in using technology
of people is depended on their perception of perceived usefulness
in technology (Davis, 1989). When the customer found usefulness
for transaction in mobile payment system, they are more likely to
adopt the mobile payment service (Kim et al., 2010).
H1: Perceived usefulness would have a positive influence on the
intention to use mobile payment.
2.3 Perceived Ease of Use
Perceived ease of use can be referred as the extent to which users
believe that using a technology could be free of effort (Davis,
1989; Venkatesh, 2000). It was proved to be important in
affecting customer’s behavioral intention over new technology by
empirical studies (Davis, 1989; Venkatesh and Davis, 2000). The
technology must be easy to learn or use if it wants to boost up the
usages (Kim et al., 2010).
Even though an application of a technology is believed to be
useful in completing tasks, while users may perceive that such
technology is too hard to use. Thus, based on TAM, when a
technology is perceived to be easier to use, it is more likely to be
accepted and adopted by users (Venkatesh, 2000), so it is
reasonable to hypothesize that:
H2: Perceived ease of use would have a positive influence on the
intention to use mobile payment.
2.4 Perceived Compatibility
Perceived compatibility is defined as the extent to which the
technology is perceived as appropriate to the user’s needs or
lifestyle (Ajjan and Hartshorne, 2008). When the customer found
out advantages in making mobile payment to do certain activities,
the perceived compatibility of them would be increased (Oliveira
et al., 2016).
H3: Perceived compatibility would have a positive influence on
the intention to use mobile payment.
2.5 Perceived Security
Regarding the mobile payment, security risk was to be identified
as the prospect of privacy invasion, it has been discovered to be
the main concern among user (Lwin et al., 2007). Buyers concern
the security of mobile payment, it was the major barrier for them
to adopt e-commerce and use of mobile payment (Chang, 2014).
H4: Perceived security would have a positive influence on the
intention to use mobile payment.
2.6 Subjective Norm
Subjective norm was defined as the perceived social pressure
derived from important peers or others (Ajjan and Hartshorne,
2008). It mainly concerns how a user's behavior was influenced
by the needs of acting as other important persons think the user
should act or as they act themselves (Taylor and Todd, 1995). It
could measure the degree of social circumstance perceives mobile
payment as covetable (Schierz et al., 2010).
H5: Subjective norm would have a positive influence on the
intention to use mobile payment.
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2.7 Fear of Obsolescence were male and 50% were female. The samples include
Fear of obsolescence reflects the confidence of the user in their respondents from different age groups: <18 (0.7%), 18-24 (32%),
knowledge. It refers to the extent to which rapidly changing 25-30 (34%), 31-35 (10.7%), 36-40 (10%), 41-50 (5.3%), 51-60
technology is related to fear of a technology becoming outdated (6.7%) and aged 61 or above (0.7%). Most respondents were in
(Venkatesh and Brown, 2001). Even though there are just a few the age group between18 to 30 years old (66%). For employment
studies testing the associations between fear of obsolescence and status, 28.7% of the respondents were students, followed by clerks
intention to use this type of payment, this study tries to investigate and salespersons, which constituted 14.7% and 14.7% of the
this relationship. Theoretically, the knowledge would make clear sample respectively. As shown in Table 1, two major education
the fear of obsolescence concepts well as its associations with groups have bachelor degree (58.7%) and secondary school
other factors. Virtually, understanding the relationship is useful education respectively (28%). The major distribution of
for marketers to generate better marketing strategies. occupation groups are students (28.7%), clerks (14.7%) and
salesperson (14.7%). Among the respondents, about one third of
H6: Fear of obsolescence would have a positive influence on the respondents (36.7%) were included in the income group with
intention to use mobile payment. salary group $10,000-$19,999 and 30.7% of the respondents
earned less than $10,000 per month.
3. QUESTIONNAIRE DESIGN AND DATA
Table 1. Demographic profile of respondents
COLLECTION
Demographic Variable Frequency Percentage
3.1 Questionnaire Design Gender Female 75 50%
A structured questionnaire was developed using research Male 75 50%
instruments from the literature. The questionnaire was Age Below 18 1 0.7%
administered to 175 people in Hong Kong who have participated 18-24 48 32%
in mobile payments in the past six months. The structured 25-30 51 34%
questionnaire was distributed to target respondents online and 150 31-35 16 10.7%
valid questionnaires (with a response rate of 86%) were 36-40 15 10%
successfully collected. 41-50 8 5.3%
51-60 10 6.7%
The questionnaire included items related to demographic Over 61 1 0.7%
information of respondents and the constructs developed from the Education Primary school 3 2%
research framework: perceived usefulness, perceived security, Secondary school 42 28%
Bachelor 88 58.7%
perceived ease of use, perceived compatibility and subjective
Master 9 6%
norm. Questionnaire items of constructs were adopted from Doctorate 8 5.3%
various sources (Brown et al., 2006; Kim et al., 2010; Moore and Occupation Self-employed 14 9.3%
Benbasat, 1991; Oliveira et al., 2016; Parasuraman et al., 2005; Managerial 8 5.3%
Venkatesh et al., 2003). Professional 9 6%
Teacher 9 6%
Each construct was measured using multiple indicators in order to Clerical 22 14.7%
capture the underlying theoretical dimensions effectively Construction employee 6 4%
(Prendergast et al., 2010). A seven-point Likert scale (ranging Salesperson 22 14.7%
from “1 = strongly disagree” to 7 = strongly agree) was employed Civil servants 9 6%
to measure the agreement towards items related to the constructs. Not currently employed 4 2.7%
Student 43 28.7%
The questionnaire was divided into three parts. The first part Others 4 2.7%
focused on items that review respondents’ mobile payment habits. Income Less than $10,000 46 30.7%
The items in the second part focused on respondents’ perception $10,000 - $19,999 55 36.7%
and behavior in using mobile payment and this part included all $20,000 - $29,999 29 19.3%
$30,000 - $39,999 7 4.7%
the constructs used in the theoretical framework. The last part
$40,000 - $49,999 9 6.0%
solicited demographic information, including gender, age, Over $50,000 4 2.7%
education level, occupation, and monthly income. In order to
enhance the validity of the constructs, pre-testing was conducted 3.3 Data Analysis on Hypotheses
to modify the questionnaire before conducting the survey. Fifteen In this research, the Statistical Package for the Social Sciences
copies of the questionnaire were distributed in the pilot test, which (SPSS) was used for statistical analysis. The collected data was
resulted in refinements of the questionnaire items. The finalized analyzed using multiple regression analysis. The variables that
questionnaire was used to collect data from the respondents for were included in the multiple regression analysis include:
the survey in Hong Kong. intention to use mobile payment, perceived usefulness, perceived
ease of use, perceived compatibility, perceived security,
3.2 Descriptive Statistics subjective norm, and fear of obsolescence. These variables are
3.2.1 Demographic profiles of respondents derived from the average of all the items in each construct in the
The questionnaire items relating to the demographic profile of the research model.
respondents were analysed, and the results are listed in Table 1. A
summary of the profile of the respondents is provided, which A reliability analysis was conducted for the seven constructs
includes information relating to gender, age, education, identified for this study. To improve the reliability, all constructs
occupation, and income. used in this study were measured using at least two questionnaire
items. The reliability of all the constructs was assessed by
A total of 150 successful responses were collected from the computing the Cronbach’s alpha for each construct: perceived
survey, the descriptive statistics show that 50% of the respondents usefulness (0.788), perceived ease of use (0.708), perceived

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compatibility (0.889), perceived security (0.902), subjective norm
(0.836), fear of obsolescence (0.9), and intention to use mobile
payment (0.9), were well above the recommended value of 0.60
and considered as exhibiting sufficient internal reliability.
A multiple regression analysis was conducted to determine factors
that have significant influence on purchase intention (As shown in
table 2). Six independent variables were: perceived usefulness,
perceived ease of use, perceived compatibility, perceived security,
subjective norm, and fear of obsolescence. As shown in Table 2,
the variables that have significant beta values predicting purchase
intention were perceived usefulness (β=0.318, t=3.993, p=0.000),
perceived ease of use (β =0.175, t=2.851, p=0.005), compatibility
(β=0.245, t=2.792, p=0.006) and subjective norm (β=0.202,
t=2.680, p=0.008) and their computed p-values were smaller than
0.05. Therefore, H1, H2, H3 and H5 were supported at 0.05 level
of significance. The p-values corresponding to security and fear of
obsolescence were greater than 0.05, so, H4 and H6 were not
supported.
Table 2. Multiple regression analysis
β t Sig.
(Constant) 1.536 0.127
Perceived usefulness .318 3.993 .000
Perceived ease of use .175 2.851 .005
Perceived compatibility .245 2.792 .006
Perceived security .071 1.000 .319
Subjective norm .202 2.680 .008
Fear of obsolescence .062 1.069 .287
Note: Dependent Variable: Intention to use mobile payment
4. DISCUSSION AND MANAGERIAL
IMPLICATIONS
4.1 Discussion
The present investigation has resulted in several significant
findings. First, perceived usefulness, perceived ease of use,
perceived compatibility and subjective norm of mobile payment
were proved that are positively influence Hong Kong citizen’s
intentions in using mobile payment. Surprisingly, perceived
security is no longer significant in behavior intention of mobile
payment, which is contrast to the result of Shatskikh (2013).
Current users seem to emphasis more on suitability, functionality
and usability of mobile payment instead of the security concerns
of the application and indeed, mobile payment has been secured
by renowned banks and credit card companies.
Second, compared with four significant variables, perceived
compatibility has the strongest influence on customer’s behavioral
intention in using mobile payment over convenience stores. Users
tend to consider whether the technology is suitable and useful or
not before they intend to use it. This result also resonated with
other studies, which indicated compatibility to be a strong factor
in affecting the behavioral intention (Schierz et al., 2010; Yang et
al., 2012). Hence, convenience store should take considerations in
issue of compatibility carefully.
Moreover, perceived usefulness has moderately impacted on
customer’s behavioral intention in using mobile payment at
convenience stores. These results are similar with previous
investigation regarding mobile payment adoption (Shatskikh,
2013). When it comes to usefulness, early adopter, as well as
customers of convenience stores, would not expect too much of
new payment’s feature (Kim et al., 2010). They are likely to adopt
a new payment method if the method has endowed added value.
Thus, it is a critical determinant in usage of mobile payment.
360
Although perceived ease of use has positive association with the
customer’s behavioral intention, its influence is not as strong as
other tested variables. New technologies may not be a challenge
for this generation as sufficient knowledge of current people is the
reason for lower impact of this variable (Shatskikh, 2013).
In addition, results did not support for fear of obsolescence over
the use of mobile payment. In other words, lack of confidence was
not always unfavorable to affect the intention in using mobile
payment, it is similar with the insignificant result of previous
studies (Brown et al., 2006; Lin et al., 2011). A probable reason
was the people in Hong Kong have sufficient knowledge,
experience and confidence in using technology. Thus, confidence
is not likely to be an important factor to affect their intention in
using mobile payment (Perry, 2017).
Nevertheless, subjective norm still has positive relationship with
consumers’ intention to use mobile payment as well as a
moderated influence in its association. It denoted that reference
groups have acted a significant role in diffusion of mobile
payment. User would get influence from their peers or family
when they have no ideas in using mobile payment. So, it
corresponds with the results of several studies (Venkatesh and
Davis, 2000).
Finally, no significant difference in gender was found in the
intentions to use mobile payment, so convenience store could use
same strategy to enhance usage of mobile payment for the public.
4.2 Managerial Implications
The investigation has some practical recommendation in mobile
adoption over convenience store market. As a mobile payment
service provider, convenience stores should pay close attention to
four significant variables including perceived usefulness,
perceived ease of use, perceived compatibility and subjective
norm. Those variables positively impact on the behavioral
intention of customer. This investigation also has several practical
implications for recommendations.
Firstly, convenience store should take consideration in the issue of
compatibility carefully, so as to make sure the needs or value of
customers are fulfilled by their offerings (Lu et al., 2011). For
example, convenience store could create the trend via promotions,
the demand for using mobile payment would be increased. Tailor-
made advertisement can use to cater customer who is desired for
flexibility that mobile payment was given.
To enhance the perceived usefulness and perceived ease of use
from customer, campaigns could be generated by convenience
store to highlight and leverage the relative advantage of mobile
payment (Lu et al., 2011). Thus, it can motivate current customers
to have more transaction by using mobile payment at convenience
stores.
Moreover, adding new value to the mobile payment is the best
way to compel user to shift towards new payment (Shatskikh,
2013). Value could be enlarged when mobile payment is less
complex in its offerings. Not only would educate customer by
tutorial video in social media, but also encourage them use under
guidance of cashier before they have to settle payment, it could
attract potential user to trial.
The implication for convenience stores is to expand the user bases.
As young client groups seem to be moving with social norm,
convenience store could promote mobile payment service to this
specific-targeted group through leveraging effects of social
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influence (Yang et al., 2012). Thus, the mobile payment adoption
could be enhanced indirectly.
5. CONCLUSION
To conclude, current study integrated the TAM to empirically
evaluate how the variables impact on the customer’s behavioral
intention of mobile payment in convenience stores, of which
perceived security and fear of obsolescence were not important.
Compatibility played the most significant determinant in structure
model. Perceived usefulness, ease of use and subjective norm
were the other factors in affecting customer’s behavioral intention
of mobile payment. Those findings would be useful for merchant
of convenience stores. It could lead merchant to have a better
understanding in consumer motivation as well as targeting the
customers more effectively.
Although this research has emphasized the intention in mobile
payment adoption, it has not considered the end-user’s activities
related to the mobile payment. Further investigation can involve
in assessing the usage pattern in mobile payment related to
different activities or comparing with credit cards in its relative
advantage (Oliveira et al., 2016). A longitudinal investigation
would be useful to know more the details and comprehend the
phenomenon well.
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