Promoting mobile payment adoption : emphases of security and convenience via gain and loss frames
Chia, Clarissa Pei Shin
Date of Issue2017-03-30
Wee Kim Wee School of Communication and Information
This study seeks to understand the specific message content and frames that best promote adoption of really new innovations in financial technology such as mobile payment. It examines how emphasizing security and convenience values of mobile payment in advertising messages influences adoption intention. This study also investigates how the perception of convenience-security trade-off may lead to variations in advertising effectiveness. Furthermore, this study examines how the presentation of gain-framed and loss-framed advertising messages to audiences in different stages of change may influence the advertising outcome. A 3 (no emphasis vs loss-framed convenience emphasis vs gainframed convenience emphasis) × 3 (no emphasis vs loss-framed security emphasis vs gainframed security emphasis) between-subject factorial design was devised to analyse the variables in this study. Participants (N = 340) were assigned to each of the nine treatment groups. Despite not finding any significant influence of message emphases and frames on perceived security, perceived convenience, relative advantage, and adoption intention, this study found that there was a one-sided trade-off effect between convenience and security emphasis in advertisement message.
Final Year Project (FYP)
Nanyang Technological University