Innovativeness Impact on Attitude Development Towards Mobile Payment Applications

Abstract

The purpose of this study is to understand the effect of innovativeness on consumer attitudes towards mobile payment systems. The mobile wallet application of one of the mobile network operators in Turkey was chosen as the setting of the study and used as a proxy of the mobile payment systems. A model was developed based on TAM and technology acceptance literature. Survey methodology was used to collect data from subscribers of the mobile network provider: A total of 666 questionnaires were collected from subscribers that downloaded the mobile wallet using stratified random sampling and computer aided telephone interview. In the analysis, the " relations between the constructs as well as their effect on attitudes were explored. The findings highlight the importance of personal innovativeness in attitude development. In addition, security concerns were found to affect attitude development to a smaller extent compared to other constructs such as perceived usefulness and ease of use. Effect of social influence was found to be insignificant among the users which may be attributable to the generally limited use of mobile payment systems.