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This study aims to investigate the role of culture at an individual level in the context of m-payment adoption. Specifically, it examines the effect of uncertainty avoidance and collectivism based on the Hofstede cultural dimensions on three important constructs in technology adoption as well as m-payment adoption, which are performance expectancy, behavioural intention, and consumer trust. The data was collected in Vietnam, which ranked first in m-payment development worldwide in 2019, to test the hypotheses. The findings confirmed the significant impact of cultural variables in the context of mobile payment adoption. The positive and significant impacts of performance expectancy on behavioural intention and consumer trust and consumer trust on behavioural intention are also confirmed, which are aligned to previous studies. This research contributes to the body of literature of not only m-payment adoption but also the impact of culture in m-payment adoption in particular and technology adoption in general.

The Effect of Culture on Performance Expectancy, Intention, and Trust in Mobile Payment Adoption