Original scientific paper
Who relies on mobile payment systems when they are on vacation? A segmentation analysis
María Vallespín
; Facultad de Comercio y Gestión, Department of Business Management, University of Málaga, Spain
Sebastian Molinillo
; Department of Business Management, University of Málaga, Spain
Célia M. Q. Ramos
; Systems and Information Technology, University of Algarve, Faro, Portugal
Abstract
Despite the growth of mobile phone use in travel planning, the number of tourists that adopt mobile payments (m-payments) is not high. As tourist trust in m-payment has been identified as an essential factor in m-transaction behaviour, this study contributes with a segmentation and a characterization of tourists based on their trust in
m-payments. An online survey of Spanish tourists who use smartphones for travel purposes was conducted to collect the data. Utilizing cluster analysis, the data indicate that heterogeneity exists and that tourists can be classified into three segments depending on their trust in m-payments: tourists with high trust in m-payments, tourists with medium trust in m-payments and tourists with low trust in m-payments. Moreover, in terms of the characterization of these three segments, Pearson´s Chi-square found that they show different demographic characteristics. While tourists who travel for pleasure three or more times per year, men, tourists aged between 25 and 34 and the self-employed are overrepresented in users with high trust in m-payments, tourists who travel for pleasure once a year, women and users older than 45 years of age are overrepresented in users with low trust in m-payments. The segments identified will allow tourism companies to adapt their m-payment strategies.
Keywords
m-payment; trust; segmentation; tourism; cluster analysis; Spain
Hrčak ID:
197379
URI
Publication date:
30.3.2018.
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