Evaluating the sustainable use of mobile payment contactless technologies within and beyond the COVID-19 pandemic using a hybrid SEM-ANN approach
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 23 December 2021
Issue publication date: 8 June 2022
Abstract
Purpose
While there is an abundant amount of literature studies on mobile payment adoption, there is a scarce of knowledge concerning the sustainable use of mobile payment contactless technologies. As those technologies are mainly concerned with security and users' trust, the question of how security factors and trust can influence the sustainable use of those technologies within and beyond the COVID-19 pandemic is still unanswered. This research thus develops a theoretical model based on integrating the protection motivation theory (PMT) and the expectation-confirmation model (ECM), extended with perceived trust (PT) to explore the sustainable use of mobile payment contactless technologies.
Design/methodology/approach
The developed model is evaluated based on data collected through a web-based survey from 523 users who used contactless payment technologies. Unlike the existing literature, the collected data were analyzed using a hybrid structural equation modeling-artificial neural network (SEM-ANN) technique.
Findings
The data analysis results reinforced all the proposed relationships in the developed model. The sensitivity analysis results showed that PT has the largest impact on the sustainable use of mobile payment contactless technologies with 97.2% normalized importance, followed by self-efficacy (SE) (77%), satisfaction (72.1%), perceived vulnerability (PV) (48.9%), perceived usefulness (PU) (48.2%), perceived severity (PS) (40.7%), response efficacy (RE) (28.7%) and response costs (RCs) (24.1%).
Originality/value
The originality of this research lies behind the development of an integrated model based on PMT and ECM to understand the sustainable use of mobile payment contactless technologies. The study provides several managerial implications for decision-makers, policy-makers and service providers to ensure the sustainability of those contactless technologies within and beyond the COVID-19 pandemic.
Keywords
Acknowledgements
The principal author, Mohammed A. Al-Sharafi, is grateful for the continued support from the Research Management Centre (RMC) in Universiti Teknologi Malaysia in the form of the Post-Doctoral Fellowship Scheme.
Funding: There is no funding received for this study.
Conflict of interest: The authors declare that they have no conflict of interest.
Citation
Al-Sharafi, M.A., Al-Qaysi, N., Iahad, N.A. and Al-Emran, M. (2022), "Evaluating the sustainable use of mobile payment contactless technologies within and beyond the COVID-19 pandemic using a hybrid SEM-ANN approach", International Journal of Bank Marketing, Vol. 40 No. 5, pp. 1071-1095. https://doi.org/10.1108/IJBM-07-2021-0291
Publisher
:Emerald Publishing Limited
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