Study on Factors to Adopt Mobile Payment for Tourism E-Business: Based on Valence Theory and Trust Transfer Theory

By using the valence theory and trust transfer theory, this study builds a mobile payment adoption model where consumers shift the payment from tourism websites to mobile apps. The study uses structural equation model based on 323 questionnaires data to test the impact of the trust in on-line payment on initial trust in mobile payment as well as the impacts of consumers trust, and its positive and negative utilities on consumers’ behaviour intention to adopt mobile payment. The findings of the empirical study indicate that: (1) users’ trust in on-line payment via tourism website significantly impacts the initial trust in mobile payment; (2) perceived usefulness and perceived ease-of-use and consumers’ innovativeness positively and significantly impact the users’ intention to adopt mobile payment; (3) initial trust in mobile payment by increasing perceived usefulness has significant impacts on users’ intention to adopt mobile payment, both directly and indirectly.