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Youmeng Zhou

DBA Graduate - 2013

Thesis title

Determinants of the Adoption of Mobile Payment in China’s 3G Market

Supervisor(s)

Jie Yan

After obtaining an MBA from the University of Hong Kong in 2004, Dr. Youmeng Zhou gained her DBA degree at Grenoble Ecole de Management in 2013. She has also been awarded the May-First Labor Medal. With 20 years of experience in operations and management, she is proficient in communication and finance. She is a former general manager of the Guangdong branch of China Unicom, and former general manager of China Unicom’s marketing department. She is now working as CEO, vice chairman  and director in Shenzhen Aisidi.

With the development of mobile phones and the Internet, the potential advantages of implementing mobile payments are gaining attention. This study focuses on the determinants of the adoption of mobile payments in China’s 3G market by considering the features of the market location, and its users and their unique influence on the adoption of mobile payment. In this thesis, classical consumer adoption theories are reviewed, and a new model is built based on the Integrated Technology Acceptance Model (TAM), the Innovation Diffusion Model (IDT), social influence, the experience of relevant products, as well as the features of mobile payment. Two pre-surveys were conducted before the final survey to determine the measurement variables of this study and to test the validity of the measurement tools. Afterwards, based on the advice of professional experts, the final questionnaire was designed, and of the 1,438 surveys that were issued, 922 were found to be useable. The results of this study show that (1) perceived usefulness is positively correlated with perceived ease of use and with 3G users’ intention to use mobile payment; (2) compatibility is positively correlated with 3G users’ intention to use mobile payment; (3) risk and security concerns are positively correlated with perceived risks, and perceived risks are negatively correlated with 3G users’ intention to use mobile payment; (4) the subjective norm is positively correlated with 3G users’ intention to use mobile iii payment; and (5) the experience of relevant products is positively correlated with perceived usefulness, perceived ease of use, and 3G users’ intention to use mobile payment. However, it has been found that perceived ease of use has no significant influence on 3G users’ intention to use mobile payment. Additionally, no remarkable relation between the experience of relevant products and perceived risks has been found. Using group comparisons, robustness has been detected in six aspects in both overall samples and group samples (including samples with and without use experience of mobile payment) in paths like “experience of relevant products?perceived ease of use,” “experience of relevant products?perceived usefulness,” and four others. Additionally, it was found that there were different influential factors of using mobile payment in different groups: (1) Users with mobile payment experience were more concerned with privacy and compatibility, and (2) users without mobile payment experience were more concerned with security, usefulness, risks, and the subjective norm. Finally, these findings offer insight for boosting 3G users’ intention to use mobile payment, and the study’s deficiencies have been recognized for possible future study. Key words: 3G, mobile payment, behavioral intention, influential factor