The influence of perceived risks on millennials' intention to use m-payment for mobile shopping in Bangkok

Abstract

Purpose

Booming mobile shopping has resulted in an increase use of m-payment. Although m-payment is still in its infancy in Thailand, it has started to affect the daily lives of Thai people. This study aims to understand the role of perceive risks in influencing millennials' intention to use m-payment for mobile shopping.

Design/methodology/approach

The sample covers 250 millennials in Bangkok who were surveyed between February to May 2019. Purposive sampling and convenient sampling were applied to collect data. Partial least squares structural equation modelling (PLS-SEM) was applied for statistical analysis. Further, mediation effect of attitude was studied.

Findings

The results showed that only perceived time risk significantly but negatively affect millennials' attitude towards using m-payment. Moreover, mediation test confirms that the relationship between perceived time risk and intention to use m-payment is mediated by attitude.

Research limitations/implications

First, limited number of respondents cannot be a representative of millennials as a whole. Second, the study is limited to a general study, in which the results of m-payment might not be effectual to explain other scenarios (e.g. offline setting) and the market situation in another cultural context.

Practical implications

It is important that business practitioners should formulate less complicated system under the most decent transaction time to elicit positive attitude towards m-payment. Also, message should emphasize on the time being saved and simplicity of the m-payment.

Originality/value

Since the study of how perceived risks influence millennials intention to m-payment remains insufficient in Southeast Asian context especially in Thailand, this paper contributes to the updating of empirical findings to the existing literatures.

Citation

Zhu, B., Charoennan, W. and Embalzado, H. (2022), "The influence of perceived risks on millennials' intention to use m-payment for mobile shopping in Bangkok", International Journal of Retail & Distribution Management, Vol. 50 No. 4, pp. 479-497. https://doi.org/10.1108/IJRDM-05-2020-0174