Determinants of Mobile Payment Usage and the Moderating Effect of Gender: Extending the UTAUT Model with Privacy Risk

Authors

  • Jin-Myong Lee Chungnam National University
  • Bohan Lee Seoul National University
  • Jong-Youn Rha Seoul National University

DOI:

https://doi.org/10.7903/ijecs.1644

Keywords:

Mobile Payment, Privacy Risk, Gender Difference, Unified Theory of Acceptance and Use of Technology (UTAUT)

Abstract

This study investigates the factors that influence the intention to use mobile payment services (MPS) and the extent to which these relationships are moderated by gender. A web-based survey was conducted using South Korean consumers (n=528). The results showed that performance expectancy and social influence had a positive effect on intention to use MPS, whereas privacy risk had a negative effect on intention to use MPS. Gender was found to moderate two paths in the model, such that a high level of facilitating conditions increased intention to use MPS for males but not for females, whereas privacy risk decreased intention to use MPS for females but not for males. Theoretical and managerial implications for researchers and marketing practitioners are then discussed.

 

To cite this document: Jin-Myong Lee, Bohan Lee, and Jong-Youn Rha, " DETERMINANTS OF MOBILE PAYMENT USAGE AND THE MODERATING EFFECT OF GENDER: EXTENDING THE UTAUT MODEL WITH PRIVACY RISK ", International Journal of Electronic Commerce Studies, Vol.10, No.1, pp.43-64, 2019.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1644

Author Biographies

Jin-Myong Lee, Chungnam National University

Dr. Jin-Myong Lee is Assistant Professor in the Department of Consumers’ Life Information at Chungnam National University, South Korea. From 2004 to 2011, she worked as a marketing manager at a retail company Lotte Himart. She received her Ph.D. in Consumer Science from Seoul National University. She received the Gallup Doctoral Dissertation Award for outstanding doctoral thesis in social sciences.
She is interested in studying consumer behaviors and consumer welfare due to changes in the market environment. She also conducted a number of studies to analyze consumers' perceptions, acceptance, and resistance to new technologies, and consumer conflicts in the multi-channel environment. She has published more than 20 articles in journals such as Computers in Human Behavior, Computers and Education, Journal of Consumer Studies and Journal of Digital Convergence.

Jong-Youn Rha, Seoul National University

Dr. Jong-Youn Rha is Professor the Department of Consumer Science, Seoul National University, Korea. Her research explores consumer policy, consumer behavior and management issues related to Retail channels. She is particularly interested ICT development and its impacts on market and retail channel developments, and how to employ such developments to improve consumers' well-being. Her recent research focuses on consumers' ICT adoption and use-diffusion and its facilitating factors and deterring factors. She also explores emerging consumer issues with ICT development such as digital inclusion and consumer privacy.
She recevied a Ph.D. from The Ohio State University, and received a M.S. and a B.S. from Seoul National University. She has published more than 70 articles in journals such as Journal of Economic Psychology, Computers in Human Behavior, Journal of Foodservices Business Research, Journal of Family and Economic Issues and Journal of Consumer Studies.

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Published

2019-07-23

Issue

Vol. 10 No. 1 (2019)

Section

Banking, finance and economic issues for e-commerce