Factors Affecting Retailer's Adoption of Mobile Payment Systems: A SEM-Neural Network Modeling Approach

摘要

The development of mobile commerce depends on extensively accepted mobile payment (MP) systems. Even though new MP methods have been gradually induced in the market, but their adoption has stayed modest. Little research has been conducted to examine and explain views of owners or managers of on the new payment technology. This paper explores retailer's adoption of the mobile payment system; based on an extended model of technology-organization-environment (TOE) framework, eleven factors were theorized to describe retailer's acceptance of MP systems. Data was collected from 188 retails stores. First, structural equation modeling (SEM) was applied to check which factor had a significant influence on MP adoption. Following, the neural network technique was used to rank the significant predictors attained from SEM. The results revealed that external pressure and relative advantages are the most important antecedents of the intention to use MP. The results of this study will be useful for MP providers/suppliers in making optimum strategies. Implications, limitation and future research are discussed.