A recent academic study from the University of Surrey has cast new light on the cultural dimensions influencing the adoption of mobile payment technologies. Contrary to common assumptions in tech marketing, which often emphasise functionality, convenience, and innovation, this research suggests that individual cultural values are a decisive yet frequently overlooked factor in consumers’ decisions to adopt or reject mobile payment systems. While mobile wallets like Apple Pay, Google Pay, and AliPay have gained popularity globally, the adoption rate varies significantly between countries, and this disparity, the researchers argue, cannot be fully explained by technological infrastructure or economic development alone.
Mobile payments are defined in the study as the digital transfer of funds via a mobile device to purchase goods or services, where the transaction is both initiated and confirmed on the device itself. Although smartphones are widely available in the United States, and many financial institutions support mobile wallet integration, adoption remains comparatively low. In 2022, only 25% of users in the US reported using mobile payments, a figure dwarfed by adoption rates in several Asian nations, such as China (72%), Thailand (65%), and India (63%). These contrasts highlight a fundamental puzzle: why do some societies take up mobile payments enthusiastically, while others remain hesitant?
The study, which appears in International Marketing Review, draws on a survey of 679 US-based respondents and explores the role of individual-level cultural orientations in shaping attitudes toward technology adoption. The authors contend that traditional models that focus on national cultural averages are too blunt an instrument to capture the nuances of consumer behaviour fully. Instead, by examining cultural values at the individual level, the research offers a more refined understanding of what drives or inhibits the use of mobile payment technologies. This shift in analytical perspective is crucial, as it allows marketers to move beyond generalisations and engage with the cultural traits that genuinely shape user decisions.
To support their thesis, the researchers tested two models: one measuring the direct influence of individual cultural values on technology acceptance, and the other exploring how these values moderate established technology acceptance variables, such as perceived usefulness or ease of use. Five key cultural orientations were identified as particularly significant: power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation. For example, individuals high in power distance are more likely to accept mobile payments if they perceive them as standard or socially endorsed practices. In contrast, those who score high in uncertainty avoidance tend to prioritise system trust and reliability, suggesting that for them, risk mitigation plays a dominant role in shaping behaviour.
Dr Nima Heirati, Associate Professor of Marketing at the University of Surrey and co-author of the study, emphasises that these findings should prompt a re-evaluation of current marketing strategies. He argues that businesses must move beyond demographic profiling or assumptions based solely on national culture and instead adopt a more granular understanding of their customers’ cultural orientations. In this view, marketing messages should be carefully tailored to resonate with these values, ensuring that concerns around security, social conformity, or long-term benefit are addressed in culturally appropriate ways. Failure to do so, Dr Heirati warns, risks alienating significant portions of the market and slowing the broader adoption of digital financial technologies.
The broader implications of this research are clear: cultural identity is not merely a background variable but an active, shaping force in consumer decision-making. As mobile payment systems continue to proliferate and become more deeply integrated into daily life, companies that acknowledge and respond to cultural variability at the individual level will likely see higher adoption rates and stronger consumer loyalty. Ignoring these cultural dynamics, on the other hand, means missing key opportunities in an increasingly competitive and globalised financial landscape. By reframing how culture is understood and integrated into marketing strategies, this study encourages businesses to think more deeply and respectfully about the diverse people they seek to serve.
More information: Nima Heirati et al, An investigation of culture’s influence on new technology adoption: the case of mobile payment, International Marketing Review. DOI: 10.1108/IMR-09-2023-0223
Journal information: International Marketing Review Provided by University of Surrey