Exploring the effect of speed of purchase on consumers’ intention to adopt NFC mobile payments

Radostina Simeonova Abadzhmarinova

Student thesis: Master thesis


Executive Summary: Background: Imagine standing in a queue or waiting at the counter until your purchase goes through. Remember all those times where you had to wait in order to pay for just a tiny item? There are moments which we would like to last longer and there are such moments we would like to be over in the blink of an eye. Waiting in queue or waiting at the counter until a transaction goes through is one of those activities we would like to be over in the blink of an eye. Nowadays mobile payments present an opportunity to revolutionize the way people pay for goods and services. However, their use is not yet as wide-spread as it was thought it would be. That is why this paper will look into what factors can influence consumers’ intention to adopt NFC mobile payments. This topic is of crucial importance because there have already been several attempts to launch NFC mobile payment platforms but none of them has been very successful. This thesis seeks to address the influence of a specific factor on the attitude towards use of consumers, namely the perceived speed of purchase when using NFC mobile payment. Purpose: This thesis sets out to study the effect of perceived speed of purchase on consumers’ intention to adopt NFC-enabled mobile payment. Methodology: The research approach consisted of first building a solid basis of knowledge on mobile payments by examining white papers, articles and case studies on the topic of on mobile payments, with the goal to explore what information is already available on the topic of mobile payments. Second, a research question and hypothesis to address the research question were developed. Thus, this paper aims to answer the following research question: How does perceived speed of purchase influence consumer attention to adopt NFC mobile payment services? Third, following the literature review and hypotheses development, a survey was designed and distributed among potential and current mobile payment users. The survey was distributed online by sending out personally-targeted and non-personal invitations, the author also conducted the survey by asking random people on the streets on New York in person. Fourth, quantitative and qualitative data from the survey were analyzed and the information served to address the research question presented above. Keywords: NFC mobile payment, perceived speed of purchase, perceived ease of use, perceived usefulness, early adopter, late adopter

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2014
Number of pages81