Mobile payment is a new payment method that is being introduced on the Swedish market, but has not yet come to its breakthrough. This thesis investigates the attitude the Swedish consumer has towards mobile payment. Based on previous surveys and theory, three main attributes, security, privacy and convenience, were chosen to represent the attitude of the consumer towards mobile payment. In order to analyze the data obtained from the surveys conducted, the multi-attribute attitude model was used. The model showed that convenience was the most beneficial attribute in mobile payment, followed by security and then privacy. Security was the attribute that the survey participants valued the most when it comes to payment methods, but was also the attribute they thought that mobile payment would lack the most. Therefore security was determined to be the most important aspect when it comes to the success of mobile payment.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-148640 |
| Date | January 2011 |
| Creators | Lindbäck, Karin, Blommé, Carl |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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