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Mobile payments adoption by US consumers: an extended TAM Ainsworth Anthony Bailey and Iryna Pentina Department of Marketing and International Business, University of Toledo, Toledo, Ohio, USA Aditya Shankar Mishra Department of Marketing and Strategy, IBS, Hyderabad (IFHE), Hyderabad, India, and Mohammed Slim Ben Mimoun Department of Marketing, SKEMA Business School, Université de Lille, Euralille, France Abstract Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, particularly tap-and-go payment, among US consumers. Design/methodology/approach Data were collected through an online survey conducted among students at a Midwestern University in the USA. A total of 254 participants provided 240 useable responses. Findings MP self-efficacy significantly impacts perceived ease of use (PEOUMP) and perceived usefulness of MP (PUMP). These in turn impact MP attitude, which affects intention to use MP. Privacy concerns also impact attitude towards MP and MP use intention. New technology anxiety impacts PEOUMP, but not PUMP. Research limitations/implications The study uses a convenience sample of young US consumers, which could limit the generalisability of the results. The study is also limited to tap-and-go payment. Practical implications US retailers have information on some of the factors that encourage MP adoption. Retailers need to address self-efficacy concerns, MP privacy concerns, and consumers perceptions of usefulness of the technology. Originality/value There has been little research on factors impacting tap-and-go payment adoption in the USA. The study highlights the roles of self-efficacy and privacy concerns. It focusses on tap-and-go payment, since this technology can enhance consumers retail experience. Keywords Self-efficacy, TAM, Mobile payment, Tap-and-go payment Paper type Research paper Introduction Despite the fact that 87 per cent of Americans own a mobile phone, and 71 per cent of those are smartphones, only 28 per cent of all US smartphone users have used their smartphones to make a payment, including mobile payments (MPs) (Federal Reserve, 2015). Indeed, MP adoption has been far lower in Europe and North America than in Asia and some developing countries (Schierz et al. , 2010; Slade et al. , 2015). US MP transactions are expected to grow 210 per cent in 2016, given that developers and providers of MP services have been offering incentives to retailers to put these services in place (Silbert, 2015); but, in 2015, Apple Pay was available at some 700,000 locations in the USA, and US shoppers were not highly motivated to use it (Heller, 2015). The low level of MP penetration in the USA is compounded by the fact that little research has explored factors that affect MP acceptance in the USA. In light of the growing penetration of smartphones and other devices that can be used for MP; the launch of a number of MP services in the USA; and the fact that MP adoption can facilitate improved
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