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A mixed methods empirical exploration of UK consumer perceptions of trust, risk and usefulness of mobile payments

Chris Hampshire (Chester Business School, University of Chester, Chester, UK)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 15 May 2017

Abstract

Purpose

The purpose of this paper is to explore UK consumer perceptions of trust, risk and perceived usefulness of mobile payments through the use of sequential mixed methods.

Design/methodology/approach

A post-positivist philosophy is used with a social constructionist ontology with a questionnaire as the first survey instrument using an empirical sequential mixed methods approach. Summary quantitative analysis of the questionnaire data is undertaken followed by semi-structured interviews that produce qualitative data on which content analysis is undertaken to assess and explore UK consumer perspectives. The technology acceptance model is used as the underlying framework on which a conceptual model is developed.

Findings

UK consumers have significant risk and trust concerns with mobile payments, although these concerns can be overcome when clear consumer benefits are identified whilst bank supported mobile payments have an increased level of trust compared to new market entrants and other established companies. Furthermore, perceived trust positively influences perceived usefulness and mitigates perceived risk, whilst perceived risk negatively influences perceived usefulness. In addition, perceived usefulness significantly and positively influences UK consumer attitude which can lead to adoption.

Research limitations/implications

Whilst 120 completed questionnaire responses are received, only 101 questionnaires are used for analysis. In addition, ten semi-structured interviews are undertaken using a purposeful sample to minimise any imbalance (Oakley, 1981) which increases the reliability of the research findings (Hackley, 2003). This mobile payments research does not have a statistically secure universalisation of the findings, which negates the application of these research findings to other groups and to different social settings (Lincoln and Guba, 1985).

Practical implications

Mobile payment organisations will need to focus on identifying the specific benefits of mobile payments to UK consumers as mitigating risk and increasing trust do not compensate for the absence of usefulness.

Social implications

UK consumers indicate a lack of awareness of existing contactless payment guarantees provided by UK banks, although these payment guarantees significantly increase UK consumer trust.

Originality/value

Both quantitative and qualitative empirical data are obtained on UK consumer perspectives of risk, trust and perceived usefulness of mobile payments using sequential mixed methods.

Keywords

Citation

Hampshire, C. (2017), "A mixed methods empirical exploration of UK consumer perceptions of trust, risk and usefulness of mobile payments", International Journal of Bank Marketing, Vol. 35 No. 3, pp. 354-369. https://doi.org/10.1108/IJBM-08-2016-0105

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited