Identification of Factors Influencing the Adoption of Mobile Payments : A qualitative research study on the Swish mPayment App

Abstract: Information Communication Systems (ICT) has brought about a change in the way people handle transactions. The payment systems have undergone an incredible evolution over the passing years from physical transfer of cash to exchanging money in a digital form. Mobile Payment (mPayment) which is a branch of mobile commerce is one of the areas that is becoming more and more popular these days. In Sweden, there is a growing success of mPayment system such as SEQR, Swish amongst others. However, a huge chunk of the population is yet to adopt the system. Hence, there is a need to identify factors that influence peoples’ decisions to adopt or not to adopt the mPayment system like Swish. This study aimed at identifying the factors that influence the adoption of mPayment system amongst the consumers in Sweden. The research question was: what factors influence the adoption of Swish mobile payment app among the consumers in Sweden? A qualitative research was conducted. A semi structured interview was used as the data collection method. This data collection method was used because this research work seeks to identify the feelings, opinions and experiences of people and this method fits best into the research work. The thematic analysis approach was used for the data analysis. The study showed that impact of the system on day-to-day activities, speculation of risk and trust of the system, integration to lifestyle, speculation of user friendliness and flexibility, age and peer influence are the factors that influence the adoption of swish mobile payment app amongst the consumers in Sweden. Furthermore, the research was viewed through the lens of the UTAUT by comparing the findings of the study and how it relates to the determinants and moderating factors of the model. In conclusion, this study has contributed to the field of ICT specifically the mobile technology field. The conceptual model that was built will be useful for developers and researchers to be able to know the areas to put in more efforts and areas to keep maintaining. Furthermore, this research was conducted within a country that has experience with m-payment apps. Hence, this study can serve as an example for other countries moving towards higher smartphone and application usage.