Master Of Science Dissertation
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Transcript of Master Of Science Dissertation
Consumer Attitudeson
M O B I L E
An Empyrical Analysis
PAYMENTSSOLUTIONS
MSc Marketing Management Dissertation Alessio Aristide Di Salvo - 1656719
12-12-2014 Relator Prof.ssa Deborah Carolina Raccagni
Corelator Prof.ssa Lei Wang
2MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
Agenda c
Research Process 3Literature Review 4
Research Model 57Data Analysis9Implications
3. Literature Review1. Observation 2. Qualitative Analysis
3
7 months as Business Developer @ Payleven*
Two Semi-Structured Focus Groups
1. 5 students @ Bocconi Library
2. 3 Merchants already using Payleven mPOS @ payleven HQ
Obtaining more information from past research
• Matching up insights from qualitative research to generate constructs
and hypotheses
4. Research Model
Generating various adoption hypotheses to be
tested quantitatively:
Proposed Effect
Relative Advantage Perceived Cost Compatibility (Pr. + Ex.) Effort Expectancy Trust/Perceived Risks Age Income
5. Quantitative Analysis
Questionnaire
CAWI (Payleven Newsletter)
#Questions
• 5 Constructs • 5 Demographics • NetPromoterScore • DSI
5
+-+++-+
[10][5][1][2]
The Journey cResearch Process
*Mobile POS provider, part of Rocket Internet GmbH
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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Existing Research
Percentage of Mobile Payments Publications By Focus Of Research
c
38%
9%
53%
Merchants play a significant role in mobile payment market as both adopters and promoters of the new system. More research is needed to examine the power and participation of merchants in the mobile payments market.
“
’’Dahlberg, Past Present and Future of mPayments
Literature Review
Business Model AnalysesEcosystems CharacterizationAdoption/Acceptance Analyses
Research QuestionThe number of research in this field began increasing in 20071, focusing mainly on three streams of knowledge
Their role in the diffusion studies of Mobile P O S t e c h n o l o g y h a s b e e n w i d e l y underestimated
Merchants as key players in the diffusion of mobile payments solutions
1: Dahlbergh et. al., Past Present and Future of mPayments, 2012
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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Relative Advantage
Perceived Costs
Compatibility (Existing Practices)
Compatibility (Prior Practices)
Age Income Previous Use Innovativeness
Effort Expectancy
Proposed Research Model Result of qualitative research and
review of existing literature
Effects On Adoption c
+
+
+
-
Trust
Adoption
Research Model
++- + +
Direct EffectModerating Effect
+
+
+ + + ++
-
+
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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Relative Advantage
Perceived Costs
Compatibility(Existing Practices)
Compatibility(Prior Practices)
Effort Expectancy
Adoption
Measures the extent to which technology fits with existing and prior values and
practices. Adapted from IDT
Comprises smartphone, POS, fees and added value services.
Measures the degree to which an innovation is perceived better than its
precursor. Adapted from UTAUT
Measures the degree to which an innovation is perceived better than its
precursor. Adapted from UTAUT2 Age Income Previous UseTrust
UTAUT: Unified Theory of Acceptance and Use of Technology, Venkatesh et. al. IDT: Innovation Diffusion Theory, Rogers TAM: Technology Acceptance Model, Rogers
H1
+
H7 -
Constructs and Hypotheses
H2
-H
4 -
H4
-H
5 -
H8 - H9 -H6 -
Technological Behavioral/Social
cResearch ModelEffects On Adoption
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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The Sample [Target: Payleven’s newsletter subscribed customers] 544 completed questionnaires
54% of respondents have been using Payleven for more than 1 year
TurnoverOccupation <50k 50-100k 100-500k 500k+ Total
Lawyers/Notaries 0 0 0 100% 8Consultants 100% 0 0 0 8
Architects/Engineers 60% 40% 0 0 7Doctors/Veterinaries 70% 30% 0 0 54
Craftsmen 78% 11% 11% 0 72Merchants (No mobility) 56% 19% 17% 15% 190
Trade Agents 50% 50% 0 0 16Peddlers 77% 0 23% 0 31
Drivers/Taxis 83% 7% 0 0 48Vacation Rentals 94% 6% 0 0 88
Total 387 87 47 23 544
3%3%
7%
12%
75%
Sole ProprietorshipPartnershipsCorporationsCooperativesOthers
Figure 2 - Type Of Company
Figure 1 - Age Distribution (y.o.)
51+ 25%
41-50 43%
31-40 24%
26-30 7%
18-25 1%
Table 1 - Turnover*Occupation
Descriptive Statistics cData Analysis
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
8* Constructs are reliable at .6 - .7
√ Convergent Validity√ Discriminant Validity
Adj R2 60%Construct Score
Relative Advantage .89
Perceived Costs .72
Compatibility (Existing) .76
Compatibility (Prior) .72
Effort Expectancy .89
Construct
Relative Advantage 1 component
Perceived Costs 1 component
Compatibility (Existing) 1 component
Compatibility (Prior) 1 component
Effort Expectancy 1 component
Table 3 - Factor Analysis
Table 2 - Cronbach’s Analysis* Table 4 - Linear Regression Results
Adj R2 70%Reference (Venkatesh)
Construct ß Weights
Relative Advantage 37%
Compatibility (Prior) 31%
Compatibility (Existing) 16%
Effort Expectancy 11%
Perceived Costs 5%
Table 4.1 - Beta Scores
√ High level of reliability
√ Linear relations
H1 - Relative Advantage H2 - Perceived Costs H3 - Compatibility (prior & existing) H4 - Effort Expectancy H5 - Trust and perceived risks H6 - Age H7- Income Level H8 - Previous use of POS systems
Hypotheses Summary
√ X √ √ √ X X X
Multivariate Statistics cData Analysis
Obtained
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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Marketing Activities Managerial Implications
Relative Advantage H1
Perceived Costs H2
Compatibility(Ex. Practices)
Compatibility(Pr. Practices)
H3-4
Effort Expectancy H5
Trust & Perceived Risks H6
Age
Income
Previous Use
Innovativeness √
H7
H8
H9
can’t be based on emphasizing convenience (H2).The growth of mobile payments
Consistent and rewarding User experience (H1, H5)together withopportunities for businesses’ revenue growth (H6)
of customers’/users’ (Inn.) behavioral patternsand deep knowledge
could truly influence changes in behavior.
ConfirmedNot Confirmed
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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Service Before And After Transactions
“Cards on file”
Data-analytics driven added value services and tools such as price comparison addons, location-based gratification tools, ad-hoc service/product discovery platforms.
Three trends that will make the difference for mobile payments solutions
Increased Security
“Cards on file” has emerged as a key enabler of transactions being initiated on the mobile devices. This will makes payment seamless and more transparent to consumers
Industry-wide initiatives, such as “tokenization” could significantly increase the perceived level of security.
Questionnaire Results
Value Added ServicesRanked higher than device costs and service fees
57% of respondentsused the mPayment solution as the main payment gateway
Security is the main concern preventing consumers from adopting mobile payments solutions
Future Trends Managerial Implications
MSc Marketing Management Dissertation - Alessio Aristide Di Salvo - 12/12/2014
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you.
Thank