The Role of Trust in Mobile Payment Adoption: A Case Study of Thailand

Abstract

This study is motivated by unsettling research results for the diffusion of innovation theory (DOI) and the rapidly growing popularity of mobile payments (m-payments) in Thailand. User satisfaction was considered as prior studies have focused only on m-payment adoption. The purpose of the study is to investigate whether the diffusion of innovation theory and the effect of trust as a mediating factor toward the security and m-payment satisfaction relationship are substantiated. A survey was conducted among 450 Thai consumers who regularly use m-payment. Confirmatory factor analysis and structural equation modelling were used to analyze the data. The findings showed that the innovation adoption factors proposed in the diffusion of innovation theory, namely trust and security, directly influence satisfaction in the adoption of m-payment. Security had an indirect effect on satisfaction through trust. The research findings can provide empirical evidence for m-payment providers that a secure and reliable system affects not just the initial adoption decision but also satisfaction. Security protocol, as the linkage to trust, should be publicized to ensure user satisfaction with the adoption of m-payment, as well as to attain more potential adopters. For further research, it may be interesting to compare adoption factors in developed and developing countries.