Service Business

, Volume 12, Issue 1, pp 25–64 | Cite as

A global approach to the analysis of user behavior in mobile payment systems in the new electronic environment

  • Francisco Liébana-Cabanillas
  • Francisco Muñoz-Leiva
  • J. Sánchez-Fernández
Empirical article


Mobile devices and social media have led to a profound revolution of modern society, obliging many companies to reorient their sales systems towards more successful commercial formats (mobile commerce and social commerce). The mobile payment, for instance, as an emerging and supplementary service to these new commercial formats, is now undergoing the adoption process. Mobile payment has long been discussed, but it has not yet reached the usage levels expected by the different mass market players (financial institutions, telephone operators, etc.) in Western societies. The purpose of this paper is to analyze users’ acceptance of mobile payment systems on social networks. In order to explain acceptance, we have integrated trust and perceived risk into the traditional TAM model. To complete this study, we have established the decisive factors of this payment system by analyzing user’s gender, age and experience level. The study was conducted through an online survey among a national panel composed by 2.012 social network users. The results of this research support previous studies and provide alternatives for companies to consolidate this new business model by means of the new technical developments.


Mobile payment acceptance model (MPAM) SMS Social networks Moderating effects Age Gender Experience 



This study is being conducted with the financial support received from the Excellence Research Project P10-SEJ-6768 of the Andalusian Regional Government and from Project ECO2012-39576 of the Spanish Ministry of Economy and Competitiveness.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2017

Authors and Affiliations

  • Francisco Liébana-Cabanillas
    • 1
  • Francisco Muñoz-Leiva
    • 1
  • J. Sánchez-Fernández
    • 1
  1. 1.Marketing and Market Research DepartmentUniversity of GranadaGranadaSpain

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