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Mobile payments adoption – introducing mindfulness to better understand consumer behavior

Carlos Flavian (Marketing Management and Marketing Research, Faculty of Economics and Business, University of Zaragoza, Zaragoza, Spain)
Miguel Guinaliu (Marketing Management and Marketing Research, Faculty of Economics and Business, University of Zaragoza, Zaragoza, Spain)
Yuntao Lu (Shanghai International Studies University, Shanghai, China)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 14 October 2020

Issue publication date: 5 October 2020

Abstract

Purpose

With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims to investigate the main determinants of mobile payment use intention and proposes a model of mobile payment adoption, integrating mindfulness as a major factor.

Design/methodology/approach

Data for the study were collected through an online survey of a representative sample of 414 users in the United States and 380 in Spain. Structural equation modelling (SEM) was used to verify the validity of the variables and the relationships among them.

Findings

The results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention.

Research limitations/implications

The present study is based on samples from only the United States and Spain, which limits generalization of the results. The notion of mindfulness is new in mobile payment adoption research, so future studies should analyze in more detail and in depth its effect on these adoption processes.

Originality/value

This is the first study to incorporate mindfulness into a mobile payment adoption process. Incorporating mindfulness complements traditional variables to show how users address the adoption process (e.g. novelty seeking, engagement, anxiety, attention paid).

Keywords

Acknowledgements

This research was supported by the European Social Fund and the Government of Aragon (LMP65_18 and group “METODO” S20_17R).

Citation

Flavian, C., Guinaliu, M. and Lu, Y. (2020), "Mobile payments adoption – introducing mindfulness to better understand consumer behavior", International Journal of Bank Marketing, Vol. 38 No. 7, pp. 1575-1599. https://doi.org/10.1108/IJBM-01-2020-0039

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited