Understanding the mobile payment technology acceptance based on valence theory: A case of restaurant transactions

This study aims to examine factors affecting restaurant customers’ intention to use near field communication (NFC)-based mobile payment (MP) technology. More specifically, based on the valence theory, this paper examined the impacts of users’ negative valence (perceived risk and privacy concern) and positive valence (utilitarian value and convenience) perceptions toward their NFC-MP technology acceptance. Furthermore, the impacts of individual difference variables (smartphone affinity and compatibility) on users’ negative and positive valences and on their behavioral intentions were analyzed.

A self-administered online questionnaire was used to collect the data of the study from 412 restaurant customers. A confirmatory factor analysis (CFA) was used to validate the measurement model. To test the hypothesized model, structural equation modeling (SEM) was used.

The study findings demonstrated that privacy concern, utilitarian value and convenience significantly affected individuals’ NFC-MP technology acceptance. In addition, compatibility significantly influenced negative and positive valance constructs and smartphone affinity had a positive impact on positive valance constructs only.

This study provides valuable practical implications for restaurant operators and hospitality technology vendors in the context of mobile payment systems.

This study successfully extended the valence framework by adding individual difference constructs to it.