Investigating factors which influence m-payment services
adoption by Iranian customers

Abstract: The advent of Information and Communication technology (ICT) has
changed the daily routines of businesses as well as the lives of private
citizens. For some citizens, the use of information technology tools is a
natural part of their daily lives, while others prefer more traditional
channels. This motivates to investigate customers’ adoption of Mpayments
by examining the adoption determinants that are specific for the M-payment
context. For this aim, I am going to review some adoption theories and
previous studies which have been done in adoption of M-payment area and
extract the most significant factors and finally develop appropriate model
for Iranian customers. The proposed conceptual model combines technological
Factors of Mallat and behavioral factors of Dahlberg and Öömi models about M-
payment adoption. As a result, 623 filled questionnaires are gathered and
analyzed. At first descriptive analysis will perform on the demographic
characteristics. After that, to find out the impact of demographic and
cultural characteristics on other related research factors use ANOVA and
MANOVA analysis. At the end, overall fitness of model and affect of survival
outcomes will test by Confirmatory Factor Analysis and logistic regression.
At the end it concluded this model has a suitable fitness and both technical
and behavioral factors affecting on Mpayment adoption: although this was
different in different demographic and cultural characteristics.