Study On The Factors Of Consumers' Acceptance Of Proximity Mobile Payment Among Digital Natives In Switzerland

In recent years,mobile payment has been receiving growing attention around the world.For consumers and merchants,it serves as an alternative payment method to using cash,credit cards or debit cards.This is also the case in Switzerland where more and more young people are installing mobile payment apps.However,they mostly use this alternative for sending and receiving money from their peers.Against this background,the aim of this study was to explore the factors which influence the intention to use mobile payment systems at the point of sale(proximity payments).Based on different technology acceptance models and past studies,as well as online websites,the author identified six factors.The six independent variables applied are perceived usefulness,perceived ease of use,social influence,perceived security,compatibility,and personal innovativeness.For this research study,a quantitative research approach was chosen.An online survey was designed and distributed to the German speaking part of Switzerland which collected 143 answers.However,only 82 answers from Digital Natives were relevant and used for further statistical analysis with SPSS,because the target population was limited to current users of proximity mobile payment only.The results of this research revealed that perceived usefulness,perceived ease of use,compatibility and personal innovativeness have a significant effect on usage intention among the questioned Swiss Digital Natives.Whereas social influence and perceived security do not have a significant influence.Moreover,compatibility was identified as the main predicting construct in the model which indicates that Digital Natives view proximity mobile payment as well-suited with their lifestyle and behavioral patterns.In addition,the findings of this paper contribute to existing theory by validating previous used factors in the context of mobile payments and providing a base for future research of Swiss consumers.Given the fact that there is a lack of studies in this field in Switzerland,therefore it surely contributes in closing the gap with its findings.Furthermore,insights into Swiss Digital Natives were given which can help service providers to develop effective marketing strategies in order to meet the need of their consumers.