Portal de Murcia

www.portaldemurcia.com

• Home
• Business
• Hotels
• Restaurants
• News
• Advertisement

Users, when making a payment through a mobile phone, behave in one way or another before the prepayment, payment before enjoying the product, and postpayment or pay later, payment at the time you are going to receive the product or service.

The research, published in the International Journal of Mobile Communication, has been carried out by Francisco José Molina Castillo, Alicia Rodríguez Guirao and Carolina López Nicolás, researchers from the Faculty of Economics and Business at the University of Murcia (UMU) in collaboration with Professor Harry Bouwman of the Technological University of Delft.

The study, based on a sample of Dutch users that use mobile payment, has been framed within the Technology Acceptance Model (TAM), a model responsible for analyzing a series of key variables that explain the intention of use by consumers of mobile payments, combined with a theory about intrinsic motivations, related to the satisfaction or pleasure of carrying out this activity, and extrinsic motivations, which influence the behavior of the buyer reinforcing their behavior to achieve the objective of completing the activity or object marked.

The conclusions obtained regarding the prepayment process, gather that users who make a purchase before enjoying it are more concerned with the aspects related to the utility of the product or the ease of use.

"The user's intention is that the purchase process has a minimum of guarantees and expectations and that, once the product is received, there is no problem with mobile payment," explains Molina Castillo, director of the research.

Regarding the situation analyzed with the postpayment, it has been verified that the user values ​​more the aspects related to fun and entertainment, with the objective that he really enjoys paying the product.

The article concludes that the use of mobile services is of vital importance for organizations to survive and thrive.

Therefore, understanding and conducting an in-depth analysis of the behavior of people when using mobile payment is necessary so that marketing experts can develop new services and innovative communication campaigns related to this field.

"The results we have obtained based on the hypotheses have been very interesting, so we will continue to deepen this phenomenon in future work," says Francisco José Molina Castillo, an expert in Marketing and Market Research.

Source: Universidad de Murcia