Research On Cambodian Consumer Behavior On Adoption Of Mobile Payment

In current era,technology has dominated the world.There are a lot of new innovation being created every single day.In developed countries,people are living with cozy life due to the existence of new technology advancement.The mobile payment is one of the raising technologies to make uses more convenient and secure.There have been some mobile payment companies tapping into Cambodian mobile payment like Pi Pay,featuring a simple,fun design with custom emoticons aimed at appealing to Cambodia's young and techie population and Alipay comes to serve this industry(Fintechnews Singapore,2018).ABA Bank and WeChat also penetrate to Cambodian market in order to get some market share.This paper is conducted with a purpose of study that determines to help mobile payment service providers to find the most favorable measures to improve user adoption based on a better understanding of different impacts of adoption drivers.The research model has been developed with the association between Perceived usefulness,Perceived risk and Trust with use intention.Mobile payment has perceived usefulness as one of the important drivers for use intention because people use mobile payment for a complete purchase effectively and efficiently.While perceived risk has been found to have a negatively effect on adoption of mobile payment service.However,Trust is determined as a main factor that has a major impact on the consumer adoption.The study found that user familiarity has a positive impact on perceived usefulness which contributes to use intention.Additionally,the study results that mobile payment service provider's reputation plays a significant role on users' trust as it could make them feel safe to use the service.While perceived risks make people feel insecure regarding the firm's reputation which is considered as hindrance to catch user intention.As a result,the perceived risk of a mobile payment service is negatively associated with user intention to use the service.Mobile payment service providers could use this outcome to make strategic decision when implementing mobile payment in Cambodia.