ABSTRACT

Mobile wallets are one of the latest innovations with a considerable potential to change how consumers make purchases and enhance their shopping experiences. However, their diffusion has been much slower than initially anticipated, particularly in countries such as the UK where the present study was conducted. The services offered by the mobile wallet have to be secure, reliable, and constantly available. Any problems during mobile wallet use are likely to affect consumers’ perceived value and level of satisfaction with the service providers. This study identifies key drivers and deterrents of a mobile wallet adoption. The study utilizes a mixed-method research design to gain deeper insights and understanding of the studied phenomena. Accordingly, the study findings are firmly grounded in empirical evidence. The conceptual model blends existing with new ideas emanating from the real-life experiences of the study participants. Our findings confirm the important role of all factors considered in the model: they affected directly and/or indirectly consumers’ intention to adopt the mobile wallet and explained a substantial portion of its variance. In addition to enriching existing knowledge on consumer behavior toward innovations, our findings provide valuable insights to marketers and retailers by helping them make effective decisions regarding the use of this recent innovation for the benefit of all stakeholders involved.

摘要

移动钱包是最新的创新之一，具有巨大的潜力，可以改变消费者的购买方式并改善他们的购物体验。但是，它们的扩散比最初预期的要慢得多，尤其是在进行本研究的英国等国家。移动钱包提供的服务必须是安全，可靠且持续可用的。使用手机钱包期间出现的任何问题都可能会影响消费者的感知价值以及对服务提供商的满意度。这项研究确定了采用移动钱包的主要驱动因素和阻碍因素。该研究利用混合方法研究设计来获得对所研究现象的更深刻见解和理解。因此，研究结果完全基于经验证据。概念模型将研究参与者的现实生活中产生的新思想与现有思想融为一体。我们的发现证实了模型中考虑的所有因素的重要作用：它们直接和/或间接影响了消费者采用移动钱包的意图，并解释了其差异的很大一部分。除了丰富有关创新的消费者行为方面的现有知识外，我们的发现还为营销人员和零售商提供了宝贵的见解，可帮助他们针对所有相关利益方的利益做出有效的决策，以决定如何使用这种最新的创新技术。他们直接和/或间接影响了消费者采用移动钱包的意图，并解释了其差异的很大一部分。除了丰富有关创新的消费者行为方面的现有知识外，我们的发现还为营销人员和零售商提供了宝贵的见解，可帮助他们针对所有相关利益方的利益做出有效的决策，以决定如何使用这种最新的创新技术。他们直接和/或间接影响了消费者采用移动钱包的意图，并解释了其差异的很大一部分。除了丰富有关创新的消费者行为方面的现有知识外，我们的发现还为营销人员和零售商提供了宝贵的见解，可帮助他们针对所有相关利益方的利益做出有效的决策，以决定如何使用这种最新的创新技术。