Research On The Improved TAM Introducing Culture Factor Of The Mobile Payment

The mobile payment is the latest electronic payment method, which is without the limitations of both time and space, and so it is more flexible and convenient than the other traditional methods of payment. From the rapid development of online payment and mobile Internet, it can be inferred that mobile payment has great potential for development. But from a global perspective, the development of mobile payment services is uneven. It appears that there is a certain link between the national culture and the use of mobile payment. However, mobile payment studies related to national culture are limited, and empirical analysis is not yet in China.This study specifically focuses on the effects of the national cultural on the acceptance of mobile payment. The study employs the Technology Acceptance Model (TAM) to examine factors affecting consumers' intentions. And for exploring the impact of culture on mobile payment acceptance, we adopt Hofstede's cultural dimensions as moderators to extend the TAM model. Moreover, based on the empirical research the model and the relationship between the variables are verifiedThere are three major results in this paper as listed below:A. According to the characteristics of mobile payment and the literature review, perceived risk and subjective norms these two variables are added to the technology acceptance model. And based on the Hofstede's cultural dimensions theory we introduced uncertainty avoidance into TAM model as the moderator. Finally the improved TAM introducing culture factor is constructed on the mobile payment service.B. Design a measured scale and questionnaires, and collected 192 and 202 survey in China and the USA respectively. Descriptive statistical analysis, reliability and validity are tested by SPSS software. Hypotheses of relationships between variables in the model are verified with structural equation modeling by AMOS software; especially through the multi-group analysis method the regulating act of culture factor is validated.C. Compared the empirical results of the two countries'model, as well as the regulating act of uncertainty avoidance, several implications for the mobile payment marketing in different cultures are discussed.