Abstract:
Mobile payments play a crucial role in mobile industry nowadays. By identifying the factors that is attracting users to adopt mobile payment app, this will carry mobile businesses to the next level and will bring more prospects for expansion. Despite the great benefits of mobile payment services, their adoption by users in Saudi Arabia is considerably low. Furthermore, the associated issues of mobile payment applications have not been addressed noticeably in the Saudi context. In this regard, this research proposed a conceptual model based on the theoretical framework of Technology Acceptance Model (TAM) and of Theory of Planned Behavior (TPB) model variables namely; perceived quality value (PQV), perceived emotional value (PEV), perceived price value (PPV), perceived social value (PSV), and E-trust dimensions as main predictors of intentions of users to adopt mobile payment applications. In addition, to join new variables namely; E-trust as the mediating effect and security as a moderating effect among them. Data analysis is implemented by (SPSS26), and (PLS 3) software for the purpose of testing the research model and hypotheses. The model was tested with 195 Saudi mobile users. The research results show that users perceived values, and E-trust have positive influence on users’ intention to adopt mobile payment. This study provides a theoretical contribution to the literature by the effect of perceived values and e-trust on mobile payment adoption, in addition to some managerial implications to increase the promising attitudes toward mobile payment applications.

Keywords: mobile payment, adoption intention, TAM, E-trust, perceived security