Adoption factors of NFC mobile proximity payments in Italy

Mobile payment represents a promising emerging market. Nevertheless, especially for Mobile Proximity Payment (MPP), neither users nor merchants have largely adopted this innovation so far. This study aims to identify the adoption factors of MPP by developing a user model, tested through an in-lab experimentation involving 50 users in Italy. We then compared our results with those obtained through a remote survey that involved 1001 subjects who have never used a MPP system before. Compatibility with users' needs, habits and lifestyle has been found to be the dominating factor for adoption. Surprisingly, we found that a previous use of e-payment systems does not influence the user's perception of compatibility. While perceived security is a concern for prospective users who have never used MPP, it does not affect the intention to adopt for users who tried the system at least once. Cost considerations do not influence MPP adoption intention. Based on these findings we expect that MPP systems have a high chance to be widely adopted if optimized for compatibility.