Why Recommend Cashless - A Quant Study Exploring The Determinants of The Intention To Recommend Mobile Payment System

Abstract: The purpose of this thesis is to explore antecedents of recommendation intention for the mobile payment system. The research design was cross-sectional, thus allowing to make associations and patterns. Further, structural equation modeling is used to analyze the relationships between the antecedents and intention formation. The thesis uses the theory of planned behavior as a guiding framework and employs the predictors of intention formation as mediating variables within each hypothesis. The empirical data was obtained from a web-based questionnaire consisting of 32 statements measuring the constructs and 2 questions regarding demographics. A total of 144 respondents filled the survey, but only 125 could be included in the analysis. Findings conclude that the individual-related and technology-related antecedents; concern for others, self-enhancement, originality and service quality, all positively correlate with the intention to recommend the mobile payment system. However, the effect of mediators differs in each case. The strength of the relationships is moderate for all motivational factors. The study provides great value for practitioners, managers, marketers and companies involved within the fintech industry. Key implications concern communication campaigns, inclusion of cause-related marketing, incentives and prompting feedback to propagate recommendation intention.