مطالعه ای در مورد رابطه متقابل بین ادراک مصرف کننده و درک خرده فروش
Abstract
1- Introduction
2- Literature review
3- Research model and hypothesis
4- Research methods
5- Conclusion
References
Abstract
With the development of the smartphone and mobile Internet, a platform-based mobile payment service has emerged that can handle all banking services with a smartphone alone. In the meantime, many studies have been made on the analysis of new emerging financial technologies. However, most studies have analyzed financial technologies from the consumer perspective, and there has been no analysis of the intention to accept the financial technology in terms of retailers. This study analyzes the factors affecting financial technology adoption from consumer and retailer perspectives respectively, and suggests an integrated model in which each adoption influences each other's demand from the perspective of the two-sided market.
Introduction
With the everyday use of smartphones, mobile-based banking and shopping have increased, and financial innovation based on information and communication technology (ICT) has become necessary. Fintech, which is a combination of finance and technology, has emerged in response to this trend (Dahlberg et al., 2015). It is the convergence of ICT and financial services including mobile payment, crowdfunding, remittance, and asset management, and it is expected to meet the demand for various financial services due to the increase in shopping. The most popular service among the various fintech services is the mobile payment service. Mobile payment is a payment method that uses a mobile device to pay or transfer money, and it has the advantage of being able to use the convenience of wireless infrastructure and can be used anywhere and anytime (Iman, 2018). Mobile payment has been a promising alternative to declining cash use and has been proposed as a solution for the activation of the electronic marketplace (Ondrus and Pigneur, 2006a). Menke and de Lussanet (2006) have argued that mobile payment services have already been successful in the marketplace. As a result, credit card companies and banks, which had previously been mainly used for payment, are launching mobile payment services. They have the advantage of securing the financial experience and trust of consumers, but they also have the disadvantage of lacking mobile technology or experience and lacking mobile consumers.