Innovation Resistance and Subjective Norms

What is it about?

Due to the advent of mobile payment, more and more consumers use it due to its fast, convenient and contact-free features. In 2019, when the new corona virus (Covid-19) raged, countries closed their doors one after another, severely affecting the global economy. However, the virus will survive on currencies for up to 48 hours, making people avoid using cash as much as possible when shopping, and even traditional credit cards have doubts about contact with infection and avoid using them. However, the average daily transaction volume of mobile payments with contactless features is still increasing year by year, from an average daily transaction volume of US$1.7 billion in 2019 before the epidemic to US$2.86 billion in 2021. Domestic mobile payment is also due to the pandemic, consumers avoid cash transactions and increase the usage rate of mobile payment. Despite the popularity of mobile payment today, there are still stores in traditional business districts that have not used it. To explore the reasons, most of the current literature on mobile payment focuses on consumers, so there are few relevant studies on stores. Therefore, this study based on technology acceptance theory, innovation resistance theory, subjective norms, service-oriented logic, and value co-creation theory, an interview outline was drawn up, takes the stores in the Dadaocheng commercial district as the research object. Through one-on-one interviews, we can understand the main factors considered by merchants to introduce or resist mobile payment systems, and further explore their willingness to adopt them in the future. The interview materials were collated, summarized and analyzed to form research conclusions, and put forward suggestions for mobile payment platforms, governments and business circle promoters, as a reference for all parties in the promotion of mobile payment in the future.

Featured Image

Photo by Vernon Raineil Cenzon on Unsplash

Photo by Vernon Raineil Cenzon on Unsplash

Why is it important?

In the era when mobile payment is popular, few merchants provide in this district.