Factors contributing the adoption of mobile payment of users and non-users

Mobiilimaksujärjestelmät ovat saaneet Suomessa merkittävän roolin perinteisten maksujärjestelmien rinnalle. Samalla asiakkaista on kuitenkin tullut yhä vaativimpia ja palveluntarjoajien ja finanssilaitosten on jatkuvasti parannettava asiakaskokemustaan nopeasti kehittyvässä mobiilimaksuympäristössä....

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Main Author: Juujärvi, Tanja
Other Authors: Informaatioteknologian tiedekunta, Faculty of Information Technology, Informaatioteknologia, Information Technology, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2020
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/71036
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author Juujärvi, Tanja
author2 Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology Jyväskylän yliopisto University of Jyväskylä
author_facet Juujärvi, Tanja Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology Jyväskylän yliopisto University of Jyväskylä Juujärvi, Tanja Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology Jyväskylän yliopisto University of Jyväskylä
author_sort Juujärvi, Tanja
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description Mobiilimaksujärjestelmät ovat saaneet Suomessa merkittävän roolin perinteisten maksujärjestelmien rinnalle. Samalla asiakkaista on kuitenkin tullut yhä vaativimpia ja palveluntarjoajien ja finanssilaitosten on jatkuvasti parannettava asiakaskokemustaan nopeasti kehittyvässä mobiilimaksuympäristössä. Toimiakseen kilpailukykyisenä nykyisessä markkinakontekstissa, on tärkeää tunnistaa ne tekijät, jotka vaikuttavat asiakkaiden mobiilimaksamisen käyttöönottoon. Tämän tutkimuksen tarkoituksena oli siten ymmärtää, mitkä tekijät vaikuttavat mobiilimaksujärjestelmien käyttöönottoon Suomessa. Huolimatta mobiilimaksamisen hyödyistä, ei-käyttäjien mobiilimaksamisen omaksuminen on vienyt kuitenkin aikaa. Siten tämän tutkimuksen tavoitteena oli myös selvittää, mitkä tekijät vaikuttavat sekä käyttäjien että ei-käyttäjien mobiilimaksujärjestelmän omaksumiseen Suomessa. Tämä on tärkeää, sillä kuluttajien kokonaisvaltainen ymmärtäminen niin käyttäjien kuin ei-käyttäjienkin osalta on merkityksellistä mobiilimaksamisen kehityksen ja kilpailukykyisyyden osalta. Tutkielman teoreettinen kehys perustuu erilaisiin teknologian omaksumismalleihin, jotka koskivat aikaisempia mobiilimaksujen käyttöönottoa koskevia tutkimuksia. Tämän tutkimuksen tutkimusmallissa on hyödynnetty eniten UTAUT2 -mallia, mikä on viimeisin monitekijämalli, joka pyrkii selittämään tekniikan omaksumista kuluttajakontekstissa. Tutkielman empiirinen osuus toteutettiin puolistrukturoituna kyselytutkimuksen toukokuussa 2020. Kyselyyn saatiin 323 analyysiin sopivaa vastausta. Tutkittavia muuttujia analysoitiin faktorianalyysin ja multilineaarisen regressioanalyysin avulla. Lisäksi tutkimuksen pätevyyttä ja luotettavuutta arvioitiin erilaisilla mittareilla. Tutkimuksen tuloksena saatiin empiirisiä tuloksia tukeva malli, sillä se selittää 61 % käyttöaikomuksesta mobiilimaksamisen omaksumisen taustalla. Tutkimuksen tulokset osoittavat, että havaittu hyödyllisyys ja helppokäyttöisyys ovat merkittäviä tekijöitä mobiilimaksun käyttöaikomukseen suomalaisten kuluttajien keskuudessa. Myös luottamuksella on tärkeä rooli, etenkin koskien mobiilimaksujärjestelmien turvallisuutta. Sen sijaan riskeillä ja sosiaalisilla vaikutteilla ei ole vaikutusta mobiilimaksujen käyttöaikomukseen. Regressioanalyysien mukaan, käyttäjien ja ei-käyttäjien välillä havaittiin eroja mobiilimaksun omaksumiseen liittyvien tekijöiden osalta. Mobile payment systems have played a significant role in Finland and are a viable alternative for the traditional payment systems. However, customers have become increasingly demanding, and service providers and financial institutions must continually improve the customer experience in the rapidly evolving mobile payment environment. In order to be competitive in the current market context, it is important to identify the factors that influence the adoption of mobile payment systems. Thus, the purpose of this study was to understand what factors influence the adoption of mobile payment systems in Finland. Despite the benefits of mobile payments, it has taken a lot of time for the non-users to adopt the mobile payment technology. Thus, the aim of this study was also to find out, which factors influence the adoption of the mobile payment system by both users and non-users in Finland. This is important because a comprehensive understanding of consumers, both users and non-users, is meaningful for the development and competitiveness of mobile payments. The theoretical framework of the thesis is based on the different technology adoption models concerning the previous mobile payment adoption studies. This study introduced a research model that exploited different technology acceptance models. In this study UTAUT2 -model was applied the most, which is the most recent multiple factor -model explaining the technology acceptance in a consumer context. The empirical part of the thesis was based on a semi-structured survey in Finland during May 2020. Survey reached 323 answers suitable for the analysis. The variables were analysed using factor analysis and multilinear regression analyses. In addition, the validity and reliability of the study were assessed by various measures. As a conclusion of this study, the empirical results support the model, as it explains 61 % for the intention to use mobile payments. The results of the study indicate that perceived usefulness and perceived ease of use are significant factors for the intention to use mobile payments in Finland. Also trust plays an important role, especially towards security in mobile payment systems. In contrast, risks and social impacts have no effect on the intention to use mobile payments. According to the regression analyses, differences were found between users and non-users related to the factors influencing the mobile payment adoption.
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spellingShingle Juujärvi, Tanja Factors contributing the adoption of mobile payment of users and non-users mobile payment mobile payment systems technology adoption models UTAUT2 factor analysis multilinear regression analysis Tietojärjestelmätiede Information Systems Science 601 omaksuminen maksut maksujärjestelmät mobiililaitteet maksupalvelut adoption (cognition) payments payment systems mobile devices payment services
title Factors contributing the adoption of mobile payment of users and non-users
title_full Factors contributing the adoption of mobile payment of users and non-users
title_fullStr Factors contributing the adoption of mobile payment of users and non-users Factors contributing the adoption of mobile payment of users and non-users
title_full_unstemmed Factors contributing the adoption of mobile payment of users and non-users Factors contributing the adoption of mobile payment of users and non-users
title_short Factors contributing the adoption of mobile payment of users and non-users
title_sort factors contributing the adoption of mobile payment of users and non users
title_txtP Factors contributing the adoption of mobile payment of users and non-users
topic mobile payment mobile payment systems technology adoption models UTAUT2 factor analysis multilinear regression analysis Tietojärjestelmätiede Information Systems Science 601 omaksuminen maksut maksujärjestelmät mobiililaitteet maksupalvelut adoption (cognition) payments payment systems mobile devices payment services
topic_facet 601 Information Systems Science Tietojärjestelmätiede UTAUT2 adoption (cognition) factor analysis maksujärjestelmät maksupalvelut maksut mobiililaitteet mobile devices mobile payment mobile payment systems multilinear regression analysis omaksuminen payment services payment systems payments technology adoption models
url https://jyx.jyu.fi/handle/123456789/71036 http://www.urn.fi/URN:NBN:fi:jyu-202007035212
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