An empirical examination of push-pull-mooring factors influencing restaurant customers' intention to use mobile payment: a comparison of mobile payment service types

With recent advances in mobile technologies, mobile payment systems that offer advantages to service providers have been widely used in the service industry. In this paper, the authors analyze the impact of mobile system characteristics on customers' behaviour across different types of mobile payment systems (i.e. mobile proximity payment, mobile peer-to-peer payment, mobile in-app payment) in the restaurant field. Based on the push-pull-mooring factor model, the authors evaluate the proposed model using survey data collected from restaurant customers regarding their experiences with mobile payments. The results indicate that the mooring factor (i.e. subjective norm) and the pull factor (i.e. perceived ease of use, perceived usefulness) are predictors of the attitude to use a mobile payment system. However, the push factor (i.e. perceived risk) does not influence customers' behaviour. Moreover, the relationship between the mobile payment system experience and its outcome varies across different types of systems. The perceived ease of use influences only proximity users, not in-app payment and peer-to-peer users. Findings also highlight the role of perceived usefulness in the mobile payment context across different demographic characteristics. Thus, the findings of this study provide guidelines for future mobile payment-related studies and business strategies.