The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of these predictors with regards to intention of using the system.
The research was conducted on a sample comprised of 701 Spanish smartphone users. A multi-group structural equation modeling analysis was used to test the moderating effect of gender with a particular focus on the relationships between the latent variables of the research model.
The study identified significant differences between the two observed groups – the results show that men are more likely to use mobile payments than women and are therefore less influenced by the potential risks involved. In addition, men are more easily influenced by their social environment, whereas women are more influenced by their personal innovativeness.
The study proposes a three-level model, based on an extended TAM model. It is a pioneering study, exploring the effects of gender on P2P m-payment acceptance. Due to its novel value and the potential involved, the results of the study may be of great importance for m-payment providers, particularly in marketing strategy planning and customer segmentation.
This study was supported by the Andalusia Regional Government (Excellence Research Project P10-SEJ-6768) and the Ministry of Education, Science and Technological Development of the Republic of Serbia (Research Project III-44010).
Kalinić, Z., Liébana-Cabanillas, F., Muñoz-Leiva, F. and Marinković, V. (2019), "The moderating impact of gender on the acceptance of peer-to-peer mobile payment systems", International Journal of Bank Marketing, Vol. 38 No. 1, pp. 138-158. https://doi.org/10.1108/IJBM-01-2019-0012Download as .RIS
Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited