A study of merchants’ emotions for introducing mobile payment system Cases of Japan and Thailand

摘要

In Thailand, 2,704 billion JPY was consumed by using mobile payments, while in Japan only 1,025 billion JPY wasconsumed. In this paper, the reasons of the differences of popularity of mobile payment system are discussed from an aspect of emotions.First, we extended UTAUT model by introducing emotions as constructs, and compared Thai cases and Japanese cases. Then wecompared the emotions of merchants of Japanese and Thai. The results show (1) Japanese merchants’ decisions are affected by onlypositive social influences, but Thai merchants’ decisions are affected by performance expectancy and negative social influences as wellas positive social influence, (2) in the case of sad-happy, Thai participants have significant differences between the two groups, butmost Japanese participants feel neutral for the emotions. Thus, sad-happy emotion could be a reason of the differences.