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Exploring Consumer Decision-making Processes Regarding

the Adoption of Mobile Payments: A Qualitative Study

Abstract

Objective

–

The main objective of this study is to gain deeper understanding on

the decision-making process of how and why consumers are adopting mobile payment

in Indonesia.

Methodology/Technique

–

The

study

was

a

qualitative

study

that

included

an

experiment

to

the

research

design.

A

total

of

six

young

people

were

voluntarily

participated

in

the

study.

Our

finding

provides

explanation

of

salient

factors

that

might

drive

or

hinder

the

adoption

in

five

different

stages

of

innovation-diffusion

process.

Findings

–

Overall, our finding indicated that the attractiveness of rewards was

an intriguing factor that greatly influences consumer decision whether to use mobile

payment or not.

Novelty

–

The uniqueness of our study lies on the use of innovative approaches

to address the mobile payment adoption issues from different perspective than prior

literatures.

Type of Paper:

Empirical.

Keywords:

Consumers

’

Decision-Making; Financial Technology; Innovation-

Decision Process; Mobile Payment Adoption; Technology Adoption.

uction

Mobile payment is one of the most innovative services that enabled consumers to

use

their

phones

as

wallets

in

various

transactions

(Dahlberg,

Mallat,

Ondrus,

&

Zmijewska,

2008).

Billions

of

dollars

have

been

invested

in

the

development

of

mobile

payment

facilities

by

a

number

of

companies

worldwide

with

a

significant

profit yield (Yang, Lu, Gupta, Cao, & Zhang, 2012). Paypal (Wolfe, 2007) and Alipay

(To & Lai, 2014) are two examples of successful mobile payment services that have

generated tremendous profits.

Some countries, such as Suica in Japan, have very high adoption rates of mobile

payment

services

(Amoroso

and

Magnier-Watanabe,

2012).

However,

despite

the

advantages offered and the successful use of mobile payment services worldwide, it

’

s

uptake

is

somewhat

slower

in

developing

countries

compared

to

in

developed

countries

(Ewe

&

Yap,

2011).

For

example,

in

Indonesia,

developing

countries,

consumers show a lack of familiarity and willingness to use mobile payment services

(Mastercard, 2012). As a consequence, only 1% of total transactions in Indonesia are

made by using mobile payment services (APJII and UI, 2015).

Traditional methods

such as cash and card payments, therefore, remain the most popular payment methods

among Indonesians.

In

line

with

this

phenomenon,

research

on

the

adoption

of

mobile

payment

options

has

increased

in

recent

years

(Dennehy

&

Sammon,

2015).

The

existing

literature is dominated by quantitative studies and only a few qualitative studies have

been conducted by researchers such as Mallat (2007), Shuhaiber and Lehman (2013)

and Zhao and Kurnia (2014). Despite many studies being conducted continuously for

the past few years, almost all of them have focused on essentially the same topics and

have produced similar findings, therefore, failing to propose innovative investigations

(Dahlberg, Guo & Ondrus, 2015). Hence, there is a need for innovation in the study of

the adoption of mobile payment services.

The main objective of this study is to investigate the decision-making processes

regarded

how

and

why

consumers

adopt

mobile

payment

services

in

Indonesia.

Unlike

other

prior

qualitative

studies,

this

study

will

also

include

the

use

of

an

experiment.

The

results

will

reveal

the

salient

factors

influencing

consumers

’

decision-making processes when adopting mobile payment services in five different

stages of innovation- diffusion processes (Rogers, 2003). By doing so, this study will

theoretically

contribute

to

the

present

understanding

of

the

adoption

of

mobile

payment

services,

particularly

in

developing

countries,

and

expand

the

diversity

of

existing literature in the mobile payment area. The study may also provide practical

guidance for mobile payment providers in developing countries in general and mobile

payment providers in Indonesia in particular.

An overview of previous qualitative studies on the adoption of mobile payment

services

as

well

as

mobile

banking

services

will

be

followed

by

the

research

methodology. Next, the findings of this study will be presented. The study concludes

with

a

discussion

of

the

implications

of

the

findings.

Finally,

the

conclusion

will

highlight limitations and suggestions for future research.

ture Review

This study adopts a wider scope in the search of literature by examining both the

adoption of mobile payment services as well as other forms of mobile banking. In this

study,

the

literature

examined

is

limited

to

qualitative

studies

researching

the

consumers

’

perspective, rather than examining those studies that focus on the retailer

’

s perspective, such as those conducted by Petrova and Wang (2013) and Thoi (2015).

Mallat (2007) had carried out a qualitative study exploring consumer adoption of

mobile

payments

in

Helsinki,

Finland

by

conducting

six

different

focus-group

discussions. The results of that study conclude that several adoption factors including

relative

advantage,

compatibility,

complexity,

costs,

network

externality,

trust,

and

perceived

security

risks

all

affect

consumers

when

choosing

whether

or

not

to

use

mobile

payment

services.

The

results

also

described

contributing

factors

that

could

drive or hinder each influencing factor. In addition, the results indicate that the effect

of relative advantage is dynamic depending on the situation.

Ewe and Yap (2011) conducted a study aimed at creating a deeper understanding

of the adoption of mobile banking among Malaysians through the use of focus group

discussions. Similar to Mallat

’

s (2007) findings, this study suggests that banks should

consider

the

importance

of

relative

advantage,

complexity,

perceived

risk,

network

externalities, awareness, and knowledge.

Shuhaiber and Lehman (2013) also conducted studies involving four focus-group

discussions

in

four

different

UAE

main

cities,

exploring

customer

trust

in

the

adoption of mobile payments services in B2C transactions. The study concludes that

customers

’

trust

in

B2C

mobile

payment

is

influenced

by

the

customers

’

characteristics,

mobile- device

characteristics,

perceived

risk,

environmental

factors,

and provider characteristics.

Zhao and Kurnia (2014) explore consumer adoption of mobile payment in China.

18 participants from different cities in China were interviewed through online chatting

tools. The findings indicate that there are several reasons why participants use mobile

payments

including

the

user

’

s characteristics, system quality, service quality, cost,

usefulness, social influences, trust, user

’

s satisfaction, and user

’

s needs.

Ahmed, Almotairi, Ullah, and Alam (2014) conducted a qualitative study on the

adoption of mobile banking in Saudi Arabia using the TAM model as their theoretical

underpinning. In order to collect data, two focus- group discussions were conducted

with

different

groups

of

people.

The

finding

suggest

that

customers

prefer

to

use

m-banking products which are easy to use which gives them an advantage over other

forms

of

payment.

The

results

also

conclude

that

consumers

are

also

influenced

by

their own awareness and knowledge, risk, cost, and past experience.

ology

In this study, a natural experimentation was conducted before the interviews with

participants.

The

experiment

enabled

the

researchers

to

capture

the

behavioral

changes in consumers

’

decision-making process. Thus, the findings provide a deep

understanding

on

consumer

behaviour

towards

the

adoption

of

mobile

payment

options.

This

approach

provides

solid

theoretical

foundation

to

facilitate

an

understanding of the adoption of mobile payment options which may practically help

managers and marketers to understand the important influential factors when making

decisions regarding the use of mobile payment services.

The

scenario

of

the

experiment

is

based

on

the

diffusion-innovation

process

(Rogers,

2003)

that

consists

of

five

stages:

knowledge,

persuasion,

decision,

implementation, and confirmation. During the two-week experimentation, participants

were

required

to

complete

several

tasks.

First,

participants

were

required

to

collect

information related to various mobile payment products (Knowledge stage). A list of

mobile

payment

providers

was

given

to

the

participants.

Second,

participants

were

required to choose two mobile payment services that they would like to experiment

(Persuasion

and

Decision

stages).

Finally,

using

the

incentives

given,

participants

were

free

to

have

transactions

using

those

two

preferred

mobile

payment

products

(Implementation

stage).

Participants

were

encouraged

to

conduct

experiments

with

the mobile payments in several scenarios.

In

order

to

capture

the

data,

in-depth

interviews

were

conducted.

This

was

an

appropriate

method

for

this

study

as

many

open- ended

questions

were

asked

and

relatively few people were involved in the study. The use of in-depth interviews also

allowed each participant to spend more time actively sharing their thoughts on how

and

why

they

decided

to

adopt

particular

mobile

payments

while

also

avoiding

distractions or other dominating factors.

A

total

of

six

participants,

who

had

never

used

any

form

of

mobile

payment

previously, were voluntary recruited between the first week and second week of June

2016.

A

$$40

gift

was

offered

to

each

participant

as

an

incentive.

Two

out

of

six

participants were girls and the participants were aged between 25 and 30. Most of the

participants

were

already

familiar

with

either

online

banking

or

mobile

banking.

Typical transactions were conducted using either online or mobile banking including

the payment of monthly bills, such as electricity and internet-cable, transfers to other

account, e-commerce transactions, and payments for train and air travel tickets.

Each

participant

was

interviewed

individually

at

the

end

of

August

2016.

The

time and place of the interviews were chosen by the individual participant, to ensure

the comfort of the participants. Each interview lasted for around 1 to 1.5 hours. With

the permission of the participants, the interviews were audio-recorded to ensure that

all of the important points were captured. The questions were open-ended in nature in

order to stimulate the participants to express various thoughts. Examples of questions

asked include:

“

Why did you choose these mobile payment products?

”

and

“

What

are

some

of

the

difficulties

you

faced

when

using

the

mobile

payment?

”

.

The

interview started with the introduction of the topic and its objectives. The rights and

the responsibilities of the respondents

were also communicated at

the beginning.

In

addition, in the last week of January 2017, each participant was contacted again for

another

interview,

in

order

to

capture

additional

insight

to

their

post-purchase

behaviour regarding the adoption of mobile payment options.

The

results

of

the

interviews

were

then

transcribed

into

a

written

format.

The

contents

of

the

transcripts

were

analysed

and

similar

lines

were

coded

based

on

specific words, themes, or issues. This process was repeated to ensure that the coding

was correct

and consistent.

It is possible that some of the revisions obtained during

the January 2017 interviews will be applied to

the final

findings.

It

is

also

possible

that

some

of

the

excerpts

have

been

misplaced.

Therefore,

the

analysis

and

the

development

of

the

theoretical

underpinning

for

the

adoption

of

mobile

payment

services can be made more effective.

s

dge Stage

As the participants searched information through different websites, the quality

of the information is considered by them as a very important factor in their decision

making

process.

They

noted

that

the

information

displayed

in

a

website

must

be

informative, attractive, and convincing. They also mentioned that they did not like a

website that uses too many words to explain something. They preferred pictures and

videos.

In

addition,

they

also

found

that

some

websites

displayed

outdated

information, especially old promotions no longer in effect.

“

[...]

It

was

very

interesting.

I

could

easily

find

its

network.

In

addition,

the

videos were very helpful

”

(Man 3)

“

[...] Most promotions displayed were already expired

”

(Man 1)

The study found that participants

’

decisions were influenced by others. Half of

the

participants

asked

either

family

members

or

friends

regarding

their

previous

experiences

using

mobile

payments.

They

also

used

social

media

to

look

for

information. As a result, they found information such as news articles or reviews that

may have influenced their decision.

“

[...]

My

sister

used

it

some

time

ago

and

she

told

me

that

she

had

a

bad

experience. She convinced me not to use a mobile wallet

”

(Man 3)

“

[...] I heard news that a group of people has successfully hacked the security of

x wallet and stole the accounts database. It appears that the database is sold On the

Internet

”

(Man 3)

sion Stage

In

this

stage,

the

participants

evaluated

each

of

the

mobile

payment

products

based

on

specific

criteria.

Overall,

all

participants

agreed

that

the

most

appealing

factor

of

mobile

payments

was

attractiveness

of

rewards

offered.

By

using

mobile

payments,

the

participants

noted

that

they

could

access

certain

benefits

such

as

discounts, cashback, coupons, or points.

“

[...] The rewards offered become the most appealing factor to me. I could buy

a cinema ticket or food from particular merchants with special prices

”

(Man 2)

Furthermore, the attractiveness of rewards is influenced not only by how big the

discount is but by many other factors such as compatibility with lifestyle, the terms

and conditions, and availability of the merchants.

“

[...] Although they offered big discounts, I

’

m just not interested in it

”

(Girl 1)

“

[...] The discounts only apply to limited products

”

(Girl 2)

“

[...] The promotions offered were really interesting, but they are not available

in the city where I live. Thus, it is useless

”

(Man 3)

on Stage

After

gathering

information

on

each

of

the

mobile

payment

options,

all

of

the

participants were required to choose two mobile payments products.

In the decision

stage, the findings showed how the participants chose their preferred mobile payments.

Participants not only compared the benefits offered by mobile payment services but

also

the

benefits

between

mobile

payments

and

other

available

methods.

The

attractiveness of rewards then became the main concern. Moreover, the rewards were

considered as more attractive when it met the lifestyle or the needs of the participants,

offered simple terms and conditions, and was available in their neighbourhood. The

study found that most of the participants made similiar decisions when choosing the

mobile payments for use during the implementation stage.

entation Stage

The

implementation

stage

involved

the

use

of

the

chosen

mobile

payment

options

during

a

two-week

experimentation.

In

this

stage,

the

findings

indicate

that

infrastructure

reliability

played

an

important

part

in

the

adoption

process.

During

registration, two participants continuously failed to register and this experiences lead

to

the

rejection

of

the

related

mobile

payment

products.

Some

participants

also

experienced

failure

during

transactions

due

to

network

unavailability.

A

participant

also complained of the inconsistency between the information provided and the reality.

This incident might greatly have influenced their decision.

“

[

?

] I am

done with

it.

?

.

I have tried a couple of times to

use my mobile

payment account, but I keep failing

”

(Man 2).

“

[...]

I

ordered

some

food

through

the

app

and

intended

to

pay

with

mobile

payment, but I keep getting an error and the screen shows nothing

”

(Man 1)

At

this

point,

the

consistency

of

information

is

also

important.

One

of

the

participants came to a restaurant that was included in the list of merchants that accept

the mobile payment and found out later that they don

’

t accept the mobile payment.

“

[...] I bought some food in a restaurant that was mentioned in the list of mobile