Examining consumer behavior towards adoption of quick response code mobile payment systems: transforming mobile payment in the fintech industry

The study addresses why consumer acceptance of QR code-enabled mobile payment remains limited in Saudi Arabia despite the technology’s speed, convenience, and usefulness. It aims to identify determinants of consumer attitude and behavioral intention to adopt QR-based mobile payments by integrating the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), and by examining additional factors such as perceived convenience, innovativeness, and the moderating role of transaction speed. The research is important for advancing information systems theory on fintech adoption and for guiding policymakers to increase adoption of QR-based mobile payments.

The research model integrates TAM (perceived usefulness, perceived ease of use) and TRA (subjective norms) with perceived convenience, innovativeness, and transaction speed in the context of QR code-based mobile payments. Literature suggests that usefulness and ease of use shape technology acceptance; subjective norms reflect social influence from important others; convenience captures effort/time savings; innovativeness reflects a consumer’s propensity to try new technologies; and transaction speed is a salient attribute of QR payments. Hypotheses: H1: Perceived usefulness → attitude (positive). H2: Perceived ease of use → attitude (positive). H3: Subjective norm → attitude (positive). H4: Perceived convenience → attitude (positive). H5: Innovativeness → attitude (positive). H6: Attitude → intention to adopt (positive). H7: Transaction speed positively moderates the relationship between attitude and intention to adopt. The theoretical framework posits that these exogenous factors jointly explain consumer attitude, which then predicts intention, with transaction speed strengthening the attitude–intention link.

Design: Quantitative, cross-sectional survey analyzed with PLS-SEM (SmartPLS v3.39). Population: Smartphone users across Saudi Arabia; sampling approach: purposive sampling targeting mobile banking users in retail stores in Jeddah. Sample size computation: a priori power method (7 predictors) indicated minimum N=153; actual responses: 216 usable from 243 distributed (88% response rate). Pilot: 20 participants assessed face validity; a screening question ensured respondents were smartphone users. Measures: 7-point Likert scales (1=strongly disagree to 7=strongly agree). Scale sources: Perceived usefulness and ease of use (Yan et al., 2021; Rahi et al., 2018), subjective norms (Liébana-Cabanillas et al., 2015), perceived convenience (Teo et al., 2015a), innovativeness (Slade et al., 2015; Rahi & Abd. Ghani, 2018), attitude (Rahi et al., 2021a), intention to adopt (Yan et al., 2021; Rahi, 2022), transaction speed (Yan et al., 2021; Teo et al., 2015a). Common method bias: Procedural remedies (randomized item order); statistical test via Harman’s single-factor (first unrotated factor = 11% < 40%). Analysis steps: Measurement model assessed indicator reliability (loadings >0.60), composite reliability and Cronbach’s alpha (>0.70), convergent validity (AVE >0.50). Discriminant validity assessed via Fornell-Larcker criterion, cross-loadings, and HTMT (≤0.90). Structural model: Checked multicollinearity (VIF <3.3); hypotheses tested via bootstrapping, reporting path coefficients, t-statistics, and p-values. Moderation: Transaction speed tested as a moderator of the attitude→intention path using the product indicator approach; simple slope analysis illustrated moderation. Additional analyses: Effect sizes (f²), predictive relevance (Q²), and Importance-Performance Map Analysis (IPMA) with intention as the outcome variable. Descriptive profile: 69% male, 31% female; age groups—21–30 (n=135), 31–40 (n=35), 41–50 (n=36), 51–60 (n=10); education—high school (n=42), graduation (n=78), master’s (n=96).

- Measurement model showed adequate reliability and validity (indicator loadings mostly >0.7; CR and alpha >0.7; AVE >0.5; discriminant validity satisfied by Fornell-Larcker, cross-loadings, and HTMT ≤0.90). CMV unlikely (Harman’s single-factor = 11%). Multicollinearity not an issue (VIF <3.3). - Structural paths (Table 5): • H1 (PUS→ATT): β=0.158, t=2.901, p=0.005 (supported). • H2 (EUS→ATT): β=0.059, t=1.790, p=0.046 (supported). • H3 (SNO→ATT): β=0.149, t=4.969, p=0.000 (supported). • H4 (CON→ATT): β=0.493, t=15.306, p=0.000 (supported). • H5 (INN→ATT): β=0.104, t=3.236, p=0.002 (supported). • H6 (ATT→ADO): β=0.668, t=18.515, p=0.000 (supported). • H7 (Moderation of TRS on ATT→ADO): β=0.138, t=3.995, p<0.05 (supported); simple slopes show stronger ATT→ADO relationship at +1 SD of TRS. - Explained variance: ATT R²=52.3% (by PUS, EUS, CON, SNO, INN); ADO R²=55% (by ATT and TRS). Predictive relevance: Q² ATT=0.373 (37.3%), Q² ADO=0.414 (41.4%). - Effect sizes: CON has substantial effect on ATT; ATT has a large effect on ADO; TRS has a small effect on ADO relative to ATT. - IPMA (with ADO as outcome): Highest importance—ATT; next—CON; third—TRS. PUS and SNO notable; EUS and INN lower importance. Policy emphasis should target convenience, transaction speed, social influence, and usefulness. - Practical recommendation: Highlight convenience, speed, social influence cues, and usefulness to strengthen attitudes and intentions to adopt QR-enabled mobile payments.

Findings demonstrate that integrating TAM and TRA effectively explains consumers’ attitudes and intentions toward QR code mobile payments in Saudi Arabia. All hypothesized antecedents significantly shape attitude, with perceived convenience exerting the strongest influence, underscoring that time-saving and effort-reducing features are pivotal in QR-based payment adoption. Attitude strongly predicts intention, and transaction speed strengthens this link, indicating that faster transaction experiences amplify the translation of favorable attitudes into adoption intentions. The model explains substantial variance (ATT R²=52.3%, ADO R²=55%), exceeding prior studies, suggesting that incorporating convenience, innovativeness, and speed captures key value propositions of QR payments. For the field, this validates the centrality of service attributes (convenience and speed) alongside classic TAM/TRA constructs and highlights a meaningful moderating role for transaction speed. For practice, prioritizing ease, speed, and social proof while communicating usefulness can accelerate adoption in similar fintech contexts.

The study develops and validates an integrative model combining TAM and TRA with perceived convenience, innovativeness, and transaction speed to explain adoption of QR code-enabled mobile payments among Saudi users. Results show that perceived usefulness, ease of use, convenience, subjective norms, and innovativeness positively shape consumer attitude; attitude and transaction speed predict intention, yielding high explained variance. Effect size analysis identifies convenience as the most influential driver of attitude and attitude as the dominant driver of intention, while transaction speed strengthens the attitude–intention link. The research contributes theoretically by extending established models with service attribute and innovation constructs and methodologically via rigorous PLS-SEM validation and moderation testing. Practically, it advises policymakers and providers to emphasize convenience, speed, social influence, and usefulness in interventions and communications to increase adoption.

- Construct scope: The model does not include all potential determinants. Future work should integrate service quality dimensions (e.g., system quality, information quality), perceived security, and additional self-determination theory factors. Diffusion of innovation factors beyond innovativeness (e.g., compatibility) are also suggested. - Design: Cross-sectional data collected at one point in time; longitudinal research is recommended to capture changes over time. - Sample composition: Majority young respondents; future studies should examine older users’ behaviors and attitudes. - Common method bias: Addressed via procedural remedies and Harman’s single-factor test; marker-variable approaches could provide more robust assessment. - Context: Single-country (Saudi Arabia) developing market setting; comparative cross-regional or cross-country studies are encouraged to assess generalizability.