Graduation Year

2013

Document Type

Thesis

Degree

M.S.

Degree Granting Department

Management

Major Professor

Wan Yang

Keywords

Factors, Hosspitality, NFC, Proximity Payments, TAM, Technology

Abstract

Regardless all the advantages of MPs, it has not reach the sizable customer base. In this paper, we examined the core drivers of using mobile payments (MPs) in restaurant industry from the consumers' perspective. Based on the Technology Acceptance Model (TAM), we developed a six factor model to reveal the determinants of consumers' intention to use MPs in restaurant. Security, subjective norm, compatibility with lifestyle, and previous experience with MPs were added to the traditional two factor TAM model (usefulness and ease of use). 300 respondents were recruited from an online survey agency and 258 valid responses were included in the data analysis. The regression results suggested that consumers' intention to use MPs in restaurants is influences by compatibility with lifestyle, usefulness, subjective norm, security, and previous experience in MPs. Lifestyle compatibility was found as the strongest determinant of consumers' acceptance of MPs in restaurants. However, ease of use was not a significant predictor of MPs usage in restaurant.

Based on the findings, the study provided several implications to the restaurant industry. Five factors (compatibility with lifestyle, usefulness, subjective norm, security, and previous experience in MPs) can serve as a guideline to encourage consumers' adoption of MPs in restaurant industry. Industry practitioners can develop advertisement catered to a trendy, innovative, tech-friendly generation who desires the flexibility that MPs give and is willing to have everything in one device. MPs should be developed to provide an added value to the user. It is also important to increase the source credibility of social information to improve communication campaigns. Finally, restaurant staff could be trained in guiding and assisting consumers in their first experience with MPs.

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