1.7 Chapter Layout
2.1.7 Social Influence
The Oxford Reference defines a social influence process as a process in which an individual's attitude and ideas, beliefs and behaviour are influenced or controlled by some sort of social communication (Oxford, 2021). As per Venkatesh et al. (2003), social influence may be defined as the amount of effect that other people's views can have on the decision to adopt a given system or policy. Social influence includes intentional and inadvertent efforts to modify another person's values, perceptions, or behaviours. Social influence is one of the main factors that affect the adoption of cashless payments. Consumers' inclination to use is influenced by their family, friends, and siblings. When they disseminate the benefit of using certain products or applications, they advertise the benefits of products to their peers. Then, a person might be attracted and willing to try a new product or adopt a new behaviour in their daily life. Under the effect of age, gender, and experience as moderating variables, this trait emerged as a significant predictor of behavioural intentions in UTAUT and UTAUT 2.
A study from Sapian & Ismail. (2018) focused on the impact of cashless transactions on the payment return system occurring among Malaysian consumers.
This research adopted the TAM and UTAUT in this research. This research was concentrated in Sungai Buloh. The researchers used primary data for data gathering purposes. The independent variables in this research are perceived risk, perceived trust, social influence, behavioural intention and facilitating condition. On the other hand, the dependent variable is payment system performance. It was confirmed by the
results of the study findings that all of the independent factors had a statistically significant link with the dependent variable.
Patil et al. (2020) conducted a study to determine the factors influencing customer acceptance of mobile payment services in India. India has the second-largest number of mobile customers globally, behind the United States. The researchers in this study adapted the Meta-UTAUT model, which was the primary data research.
The independent variables in this research were performance expectancy, effort expectancy, social influence, facilitating conditions, personal innovativeness, anxiety, trust, grievance redressal and attitude. On the other hand, the dependent variable was the intention to use mobile payment systems. The result showed that all the independent variables positively correlate with the intent to use mobile payment systems in India. It implies that social influence was a significant predictor of behavioural intention to use mobile payment. This study found that attitudes, social influence, and facilitating conditions influenced people's preferences to utilize mobile payment systems in India. The remaining independent factors are substantial positive predictors of consumer behaviour toward mobile payment. The researchers have suggested that future authors use probability sampling in the research. By adding probability sampling, the researchers can compare non-probability sampling research.
Lastly, the researchers also recommended that future writers include other languages in the questionnaire since India is a multiple language and culture country. The existing questionnaire was focused on the students who are computer and internet literate.
A study conducted by Singh et al. (2020) looked at what variables influence people's willingness to use and feel satisfied with mobile wallet services. This study concentrated on India. This study aimed to create a conceptual model to identify the
and social influence were detrimental to users' reported happiness with mobile wallet services. Users' adoption and endorsement of mobile wallet services were influenced by social influence. Users with minimal stress, for example, are happier with the usage of new mobile wallet services. As a result, the researchers advised organizations to redesign their marketing strategy and alter their services or offerings to improve usability and exposure, influencing consumer satisfaction.
According to Al-Saedi et al. (2020), research was conducted to determine the variables that influence mobile payment uptake in Oman, a nation in the Middle East.
This study was primary data and secondary data research. The researchers have referred to 25 studies from other researchers and collected the data through a survey.
The researchers utilized an extended version of the UTAUT. The independent variables in this study were perceived risk, perceived trust, perceived cost, self- efficacy, performance expectancy, effort expectancy and social influence. On the other hand, the dependent variable was the behavioural intention to use mobile payment services. The result revealed that perceived risk has an insignificant negative influence on Oman's behavioural intention to use mobile payment services. However, the perceived cost has a significant negative effect on mobile payment services. The higher the cost of using the payment, the lower the intention to use the system.
Furthermore, the independent variables such as perceived trust, self-efficacy, performance expectancy, effort expectancy, and social influence significantly affect the dependent variable. According to the results of this study, social pressure and prominent peer perspectives have a beneficial impact on the behavioural intent of using mobile payment systems in Oman. In a nutshell, the findings of this study revealed that performance expectation was the most accurate predictor of mobile payment system adoption, followed by social influence, effort expectancy, perceived trust, perceived cost, and self-efficacy, among other factors.