Understanding Mobile Payment Adaption with the Integrated Model of UTAUT and MOA Model

This study focuses on mobile payment adaption and proposes a new technology acceptance model validated by Partial Least Squares (PLS) method. (1) Based on UTAUT and the Motivation-opportunity-Ability (MOA) model, this study proposes an integrated technology acceptance model: the actual mobile payment adoption behavior is affected by behavior intention, cash payment habit, and coverage of mobile payment context (CMPC). (2) The results indicate that behavior intention, cash payment habit and CMPC have significant impact on actual behavior, and CMPC has a positive moderating effect on the influence of behavior intention on actual behavior. (3) With high coefficient of determination (0.77), this new model shows better prediction of adaption behavior and emphasizes the importance of habits and context to behavior in addition to behavior intention.