A Comparative Study of Current and Potential Users of Mobile Payment Services

1. Chanchai Phonthanukitithaworn[1][1][⇑][2] 2. Carmine Sellitto[2][3] 3. Michelle W. L. Fong[2][3] 1. 1Mahidol University International College, Nakhon Pathom, Thailand 2. 2Victoria University, Melbourne, Australia 1. Chanchai Phonthanukitithaworn, Business Administration Division, Mahidol University International College, Nakhon Pathom, Thailand 73170. Email: chanchai.pho{at}mahidol.ac.th Previous studies of mobile payment (m-payment) services have primarily focused on a single group of adopters. This study identifies the factors that influence an individual’s intention to use m-payment services and compares groups of current users (adopters) with potential users (non-adopters). A research model that reflects the behavioral intention to use m-payment services is developed and empirically tested using structural equation modeling on a data set consisting of 529 potential users and 256 current users of m-payment services in Thailand. The results show that the factors that influence current users’ intentions to use m-payment services are compatibility, subjective norms, perceived trust, and perceived cost. Subjective norms, compatibility, ease of use, and perceived risk influenced potential users’ intentions to use m-payment. Subjective norms and perceived risk had a stronger influence on potential users, while perceived cost had a stronger influence on current users, in terms of their intentions to use m-payment services. Discussions, limitations, and recommendations for future research are addressed. [1]: #aff-1 [2]: #corresp-1 [3]: #aff-2