The influence of individual differences on NFC-based mobile payment adoption in the restaurant industry

Abstract

Purpose

This study aims to identify the relationship between individual differences of customers and their intention to use Near Field Communication (NFC)-based mobile payment (MP) technology in restaurants.

Design/methodology/approach

Amazon’s Mechanical Turk (MTurk) was used to collect the data of this study. A brief demonstration video of a NFC-MP system on how to use the technology was included at the beginning of the survey to make sure that all respondents had a sufficient understanding of the technology. A total of 410 valid online questionnaires were collected. ANOVA with Dunnett’s C post hoc analysis was used to compare the groups’ mean differences of gender, age, prior experience, income and education.

Findings

The findings indicated that there are significant differences in customers’ intention to use NFC technology in restaurants for past experience, age and gender. However, unlike previous studies’ statements, education and income did not play a significant role in restaurant customers’ NFC MP adoption behavioral intention.

Research limitations/implications

This study investigated the restaurant customers’ NFC “intention to use” and did not observe the restaurant consumers’ actual behavior. A longitudinal study measuring actual behavior would be more beneficial to support the result of this study. Likewise, this study did not include the potential differences that might exist between various restaurant segments and ownerships (e.g. franchise vs chain or fast food vs fine dining). Accordingly, future studies should take this factor into account and replicate the study to detect any potential differences in restaurant customers’ behavioral intention.

Practical implications

Segmenting the market according to customers’ demographics could be a competitive advantage for the company. Based on the findings of this study, technology vendors and restaurant operators can define and design more effective strategies that are compatible with various market segments to increase the adoption of NFC-MP technology.

Originality/value

Food and travel experts believe that mobile payment will soon become the preferred method of payment in near future. Moreover, many restaurants in the USA are currently utilizing NFC-based MP systems because of its benefits. However, recent market research shows that NFC-based MP is still not popular among restaurant customers, as its rate of adoption is low. As little research has been conducted on MP in general and on consumers’ NFC-based MP adoption behavior in particular, a better understanding of individual differences influencing the adoption of mobile payments should be acquired.

研究目的

近场通讯（NFC）技术在餐饮业中的应用逐渐流行。然而, 消费者对于这种技术的使用率却仍然很低。本论文研究个体区别对餐饮业中NFC移动技术使用的影响。

研究设计/方法/途径

本论文通过亚马逊Mturk收集数据。问卷开始, 先播放有关NFC移动支付系统的使用短视频, 以使受访者对该技术有足够的了解。样本数量共为410份在线问卷。本论文使用Dunnett’s C post hoc ANOVA分析方法来对比个体区别, 包括性别、年龄、之前经历、收入、和学历。

研究结果

本论文研究表明, 消费者的过去经历、年龄、和性别, 对消费者在餐馆使用NFC技术有显著影响。然而, 与之前文献结论相悖, 本论文未发现学历和收入对消费者在餐馆中使用NFC移动支付行为有显著影响。

研究理论限制/意义

本论文研究了餐馆顾客对NFC技术的使用倾向, 而并未观察到餐馆顾客的真实使用行为。长期研究衡量实际使用行为将对本论文结果有很好的支持作用。相同的, 本论文并没有研究对不同餐饮形态和经营权的潜在差异做区分（比如, 专营制vs 连锁制 或者快餐类 vs高档餐厅）。因此, 未来研究可以参考这些因素, 重复本研究设计, 以发掘餐馆顾客在行为意向中的潜在区别因素。

研究实践意义

根据消费者人口统计指数来实行细分市场战略可以成为企业增加竞争力的一种方式。本研究表明, 科技提供商和餐馆经营者应该定义和制定更有效的战略, 使得其满足不同的细分市场需求, 增加NFC移动支付技术的使用。

研究原创性/价值

餐饮和旅游专业认为, 移动支付将很快成为消费者倾向使用的支付方式。此外, 美国很多餐馆看到其有利, 正在使用NFC移动支付系统。然而, 近期营销研究显示, NFC移动支付的使用率还是很低, 并没有得到餐馆顾客的青睐。既然总体上很少研究对移动支付进行了研究, 尤其是NFC基础的移动支付技术, 那么针对个人特色对移动支付的使用的研究显得必要。

关键词

近场通讯（NFC）、移动支付、餐馆、技术使用、消费者行为

纸张类型

文献综述

Citation

Esfahani, S.S. and Bulent Ozturk, A. (2019), "The influence of individual differences on NFC-based mobile payment adoption in the restaurant industry", Journal of Hospitality and Tourism Technology, Vol. 10 No. 2, pp. 219-232. https://doi.org/10.1108/JHTT-01-2018-0009