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Halo Effect on the Adoption of Mobile Payment: A Schema Theory Perspective

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E-Technologies (MCETECH 2015)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 209))

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Abstract

Whether or how firms can employ the halo effect to facilitate their mobile payment service adoption remains a critical and puzzling issue in e-commerce research. Using the schema theory and the value literature as theoretical lenses, this study investigates the role of halo effect on mobile payment value perceptions and usage intentions. More specifically, we identify two types of mobile payment value: utilitarian and hedonic value. A field survey with 273 responses is conducted to test the research model and hypotheses. Our findings show that the two factors of the web-mobile payment relationship, namely perceived similarity and perceived business tie, can lead to increased value perceptions of mobile payment. Moreover, both utilitarian value and hedonic value are positively associated with mobile payment usage intention. We expect this study can provide valuable insights regarding the significant role of halo effect when consumers make the decision to use mobile payment services. Limitations, theoretical and practical implications are also discussed.

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Author information

Authors and Affiliations

  1. School of Management, University of Science and Technology of China, Hefei, China

    Xiang Gong & Kem Z. K. Zhang

  2. Telfer School of Management, University of Ottawa, Ottawa, Canada

    Kem Z. K. Zhang

  3. Management School, Anhui University, Hefei, China

    Sesia J. Zhao

Authors
  1. Xiang Gong
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  2. Kem Z. K. Zhang
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  3. Sesia J. Zhao
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Corresponding author

Correspondence to Kem Z. K. Zhang .

Editor information

Editors and Affiliations

  1. University of Ottawa, Ottawa, Ontario, Canada

    Morad Benyoucef

  2. Carleton University, Ottawa, Ontario, Canada

    Michael Weiss

  3. Université du Québec à Montréal, Montreal, Québec, Canada

    Hafedh Mili

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Gong, X., Zhang, K.Z.K., Zhao, S.J. (2015). Halo Effect on the Adoption of Mobile Payment: A Schema Theory Perspective. In: Benyoucef, M., Weiss, M., Mili, H. (eds) E-Technologies. MCETECH 2015. Lecture Notes in Business Information Processing, vol 209. Springer, Cham. https://doi.org/10.1007/978-3-319-17957-5_10

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  • DOI: https://doi.org/10.1007/978-3-319-17957-5_10

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-17956-8

  • Online ISBN: 978-3-319-17957-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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