Factors Influencing Consumer Trust in Mobile Payments in the United Arab Emirates

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Factors Influencing Consumer Trust in Mobile Payments in the United Arab Emirates Factors Influencing Consumer Trust in Mobile Payments in the United Arab Emirates By Ahmed Shuhaiber A thesis submitted to Victoria University of Wellington in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Information Systems Victoria University of Wellington 2016 I Abstract While mobile payments have been adopted by a huge number of businesses, the body of knowledge regarding user trust in mobile payments shows that trust is a major issue in its adoption and development. The purpose of this study was to better understand the factors that influence consumer trust in mobile payments in one significant country in this region; The United Arab Emirates (UAE) as the research region. The UAE is one of the leading economies in the Middle East Arab region, and mobile technology is well advanced and widely utilised. An analysis of relevant literature provided the basis for the development of a conceptual model. The model, classified into five logical groups (consumer characteristics, environmental influences, provider characteristics, perceived risks and mobile-device characteristics), was further explored, validated, extended and tested through a mixed- method methodology, combining both qualitative (phase one) and quantitative (phase two) approaches, with semi-structured interviewing in exploratory focus groups and an online survey being used respectively The findings of the qualitative phase were used to clarify the appropriateness of the preliminary Consumer Trust in Mobile Payments (CTMP) model, which was accordingly revised and extended. The second phase (the quantitative approach) was based on a survey of 340 respondents in the UAE. The collected data were analysed by using Structural Equation Modelling with the Partial Least Squares (PLS-SEM) approach. Many of the factors in the qualitative CTMP model were successfully validated and statistically significant. The resulting, quantitatively weighted CTMP model shows that users‟ awareness and provider‟s trustworthiness are the most positive influential factor, followed by perceive security levels and device-design suitability. Customers‟ uncertainty avoidance, on the other hand, is the most negatively influential factor on trust, followed by perceived privacy risks associated with m-payments. The model contributes towards better acceptance and usage of mobile payments. The findings also provide a number of theoretical implications for academic research and useful information for practitioners. II Acknowledgements My sincerest thanks and praise to Allah, my lord and creater, who guided me into the straight path, and taught me everything I know. I am also grateful to his prophet Mohammed, peace be upon him, whose teachings support me in seeking knowledge along life. The prophet said “He who does not thank the people is not thankful to Allah”. I would like to express my deep appreciation to the people who made my PhD possible and gave support along my research journey, including: My family members: Parents (Haitham and Sahar), for your endless support, kindness, patience, care and prays. My brothers (Jawad and Muhannad) and sister (Farah), for your motivation and financial support. And my wonderful wife (Nour) and my lovely small daughter (Tamara), for your love, encouragement and understanding. My supervisory team: Hans Lehmann (Primary supervisor), Val Hooper and Tony Hooper. Thank you for your directions, continued help and guidance. Without your academic support, this research never would have happened. My examiners: Benoit Aubert, Ananth Srinivasan and Key Pousttchi. Thank you for your insightful and helpful feedback. A special thank to Benoit for the extraordinary follow up and guiding advises. I also would like to thank Laila Faisal and Deborah Laurs from the student learning centre at Victoria University for their support by acting as a „sounding board‟ for ideas on this research. For my friends, work collegues and research mates: thank you all. III Table of Contents Abstract ................................................................................................................................. II Table of Contents ................................................................................................................ III List of Figures .................................................................................................................... VII List of Tables ..................................................................................................................... VII List of Abbreviations......................................................................................................... VIII CHAPTER ONE Research Background .................................................................................. 1 1.1 Chapter Overview .......................................................................................................... 1 1.2 Research Introduction and Motivation ........................................................................... 1 1.3 Justification of the Research Region .............................................................................. 3 1.4 Research Objectives and Questions ............................................................................... 5 1.5 Research Method ............................................................................................................ 5 1.5.1 The Qualitative Method (Phase One). ..................................................................... 5 1.5.2 The Quantitative Method (Phase Two). ................................................................... 6 1.6 Thesis Outline ................................................................................................................ 6 CHAPTER TWO Literature Review ......................................................................................... 8 2.1 Chapter Overview .......................................................................................................... 8 2.2 Mobile Commerce .......................................................................................................... 8 2.2.1 Brief history of mobile commerce. .......................................................................... 8 2.2.2 Definitions of mobile commerce. ............................................................................ 9 2.2.3 M-commerce and e-commerce. ............................................................................. 11 2.2.4 M-commerce services and applications. ............................................................... 14 2.2.5 Requirements of m-commerce. .............................................................................. 15 2.2.6 Key players in m-commerce. ................................................................................. 15 2.3 Mobile Payments .......................................................................................................... 16 2.3.1 Definitions of mobile payments. ............................................................................ 17 2.3.2 Processes of a mobile payment. ............................................................................ 17 2.3.3 Types of m-payments. ............................................................................................ 18 2.3.4 M-payments in developing and developed countries (examples and statistics). ... 20 2.3.5 M-payments in the Middle East and Arab countries. ........................................... 22 2.3.6 M-payments in the Emirates. ................................................................................ 23 2.4 Trust ............................................................................................................................. 26 2.4.1 What does trust mean? .......................................................................................... 26 2.4.2 Trust characteristics and dimensions. .................................................................. 28 2.5 Distrust ......................................................................................................................... 30 2.5.1 The concept of distrust. ......................................................................................... 30 2.5.2 Relationship between trust and distrust. ............................................................... 32 2.5.3 Distrust in m-payments. ........................................................................................ 34 2.6 Trust in M-payments .................................................................................................... 34 2.6.1 Importance of trust in m-payments. ...................................................................... 34 2.6.2 What is the problem with consumer trust in m-payments? ................................... 36 2.6.3 It is harder to build trust in m-payments than other e-payments. ......................... 36 2.6.4 Adoption and trust in m-payments. ....................................................................... 38 2.6.5 An overview of factors influencing consumer trust in m-payments. ..................... 38 IV 2.6.6 Studies about trust in m-payments in the Emirates and surrounding Middle Eastern and Arab countries. ........................................................................................... 56 2.6.7 Summary of the factors influencing consumer trust in m-payments. ..................... 58 2.7 Summary of Literature Review ....................................................................................
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