User intentions to adopt mobile payment services: A study of early adopters in Thailand

Abstract

© Chanchai Phonthanukitithaworn, Carmine Sellitto, Michelle Fong, 2015. The adoption and use of M-payment services has become critical for entities involved in the mobile commerce industry in Asian countries. This paper reports on research that investigated the factors affecting consumer intentions to adopt mobile payment (M-payment) services in Thailand. The study developed a model based on an extended version of the technology acceptance model (TAM) that was modified using constructs that were explained in terms of Hofstede’s cultural dimensions allowing the findings to be reported in context using the Thai national setting. Arguably, the alignment of cultural dimensions with the extended TAM constructs is one that distinguishes the contribution of the paper from previous studies. Responses from 256 early adopters of M-payment services were empirically analyzed using structural equation modelling (SEM) to test a set of research hypotheses. The results indicate that consumer adoption of M-payment services in Thailand was determined by four factors-compatibility, subjective norm, perceived trust, and perceived cost. Surprisingly, the construct of perceived risk and the two major TAM constructs-perceived usefulness (PU) and perceived ease of use (PEOU) were found not to have a direct effect on behavioral intention.