Making in-store payment enjoyable by adopting mobile payment

Résumé 0

The increasing penetration rate of smartphones changes behaviors based on mobile unique features. Our research provides a first attempt to better understand the adoption of in-store smartphone usage to enhance a brick-and-mortar experience. More particularly, it focuses on proximity mobile payment (p-m-payment), which corresponds to a recent tendency of shoppers to finalize the transaction through their smartphone while they shop in a store. Using a perceived value approach, this paper identifies utilitarian, hedonic and social benefits as well as financial and privacy risks as key drivers of adoption for p-m-payment.A comparison between the drivers of this new in-store mobile usage and the ones for more familiar tasks such as mobile information search, highlights clear differences in what drives intention, as shoppers are more experienced with the latter.The paper discusses the implications for mobile and channel researches and provides suggestions for retailers to facilitate and take advantage of p-m-payment.