Factors Affecting Restaurant Customer Intention To Adopt Mobile Payment

S.F. See
School of Hospitality, Tourism and Culinary Arts, KDU Penang University College

Y.N. Goh
Graduate School of Business, Universiti Sains Malaysia


To spur a cashless economy, an understanding of the shift within the payment landscape among Malaysian consumers is pertinent at this juncture. Even though the adoption rate of mobile payments is still at its infancy, it is important to understand customer’s shifting payment preferences for day-today expenses, such as when dining in restaurants. Accordingly, the motivation of this study was to examine the factors influencing restaurant customer intention to adopt mobile payment. Using purposive sampling, a total of 355 completed surveys were received from mobile users who had visited a restaurant. PLS analysis was performed to assess the measurement and structural models, thus extending the current understanding of restaurant customer adoption intention of mobile payment by integrating the UTAUT model with compatibility, innovativeness, and perceived risk. The proposed model exhibited good predictive and explanatory power, whereby facilitating conditions, social influence, performance expectancy, compatibility, and perceived risk significantly affected restaurant customer intention of using mobile payment. This study provides cashless payment providers some valuable insight into the role of mobile payment as a new technology in service delivery. It can further assists mobile payment stakeholders to optimise their mobile payment initiatives, implementation, and deployment.

Keywords: Compatibility, Innovativeness, Mobile payment, Perceived risk, UTAUT