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Predicting the Determinants of Mobile Payment Acceptance: A Hybrid SEM-Neural Network Approach
Abstract
This chapter aims to determine the main factors of mobile payment adoption and the intention to recommend this technology. An innovative research model has been proposed with the advancement of the body of knowledge on this subject that combines the strengths of two well-known theories: the extended unified theory of acceptance and use of technology (UTAUT2) with the innovation characteristics of the diffusion of innovations (DOI) with perceived security and intention to recommend the technology constructs. The research model was empirically tested using 259 responses from an online survey conducted in Turkey. Two techniques were used: first, structural equation modeling (SEM) was used to determine which variables had significant influence on mobile payment adoption; in a second phase, the neural network model was used to rank the relative influence of significant predictors obtained by SEM. This study found that the most significant variables impacting the intention to use were perceived technology security and innovativeness variables.
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