Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology

ABSTRACT

Although mobile payment (MP) represents a possibility for traditional brick-and-mortar US retailers to enhance the quality of customer service, mobile payment adoption in the US has lagged, with research regarding this phenomenon in the US seemingly in its embryonic stage. The current study contributes to the literature on mobile payment adoption in the US by investigating the factors on US millennial consumers’ use of mobile payment technology, operationalized in the study as tap-and-go payment systems. The study mirrors a study of the acceptance of mobile shopping technology among German consumers, with some extension. The study incorporated mobile payment risk perception, system trust, and socio-cultural influence into an extended technology acceptance model (TAM) to explore this issue. Results from a survey conducted among 357 US Millennials indicate that perceived ease of use of MP (PEOUMP); perceived usefulness (PUMP); and risk perception all influence attitude toward mobile payment (AttMP). System trust, socio-cultural influence, and AttMP all influence MP use intention. The paper discussed the limitations of the study and future research directions.

KEYWORDS:

• Mobile payment
• perceived risk
• social influence
• tap-and-go payment
• TAM

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Ainsworth Anthony Bailey

Dr. Ainsworth Anthony Bailey is an Associate Professor in the Department of Marketing and International Business, College of Business & Innovation, University of Toledo, Ohio, USA. His current research focuses on issues such as social media use, retail theft, mobile payments, celebrity endorsements, and internal marketing.His research has appeared in various marketing-related academic journals: Journal of Advertising, Psychology and Marketing, Journal of Marketing Communications, Journal of Interactive Advertising, International Journal of Retail and Distribution Management, and Journal of Retailing and Consumer Services, as well as in various national and international conference proceedings.

Iryna Pentina

Iryna Pentina is a Professor of Marketing in the Department of Marketing and International Business, College of Business & Innovation, at the University of Toledo, Ohio, USA. Her research interests are in the areas of internet marketing and retailing, social media marketing, and online consumer behavior. She has authored over 100 scientific publications. Dr. Pentina was a Fulbright Research Scholar and was selected a Fulbright Specialist.

Aditya Shankar Mishra

Dr. Aditya Shankar Mishra is an Assistant Professor in Marketing area of Indian Institute of Management, Ranchi (India). He does research in celebrity endorsement, brand personality, social media marketing, green marketing and mobile payments. He has published papers in a number of academic journals including Psychology and Marketing, Journal of Advertising Research, Marketing Intelligence & Planning among others.

Mohammed Slim Ben Mimoun

Mohammed Slim Ben Mimoun is an Associate Professor of Marketing at College of Management and Economics, Qatar University. Dr. Ben Mimoun’s current research examines online consumer behavior, embodied virtual agents, human-computer interaction issues, social networks, adoption of new technologies, smart retailing and shopper marketing. He has published in International peer-reviewed academic journals (including Information & Management, Journal of Retailing and Consumer Services, Technological Forecasting & Social Change, International Journal of Internet Marketing and Advertising) and in various international and national academic conferences proceedings.