Mobile payments adoption – introducing mindfulness to better understand consumer behavior

• Published in: International journal of bank marketing 2020-10, Vol.38 (7), p.1575-1599
• Main Authors: Flavián, Carlos, Guinaliu, Miguel, Lu, Yuntao
• Format: Article
• Language: English
• Subjects: Bank marketing; Consumer behavior; COVID-19; Hypotheses; Marketing; Mindfulness; Mobile commerce; Payment systems; Perceptions; Technology Acceptance Model; Technology adoption; Theory of planned behavior; User behavior
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-01-2020-0039

PurposeWith 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/approachData 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.FindingsThe results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention.Research limitations/implicationsThe 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/valueThis 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).