A game theory-based analysis of merchants’ mobile payment adoption using hybrid SEM-neural network approach

Abstract

Purpose

Driven by the evidence from the literature on the significance of mobile (m-)payment in economic growth and productivity and at the same time the relative dismal adoption of this service, the purpose of present paper is to elucidate the merchants’ m-payment adoption from the perspective of trust, drawing upon the game theory framework, in the Malaysian context.

Design/methodology/approach

An online survey consisting of 302 respondents was carried out to investigate the impact of trust and opportunism on merchants’ perceived trustworthiness using a two-staged structural equation modeling–neural network approach to determine the significance and relative importance of variables. This study also applies a game-theoretic approach to analyze the impact of trust on the relationship between merchants and m-payment service providers.

Findings

The results indicate a positive and statistically significant relationship between merchant trust, merchant opportunism and perceived trustworthiness, and a statistically significant negative relationship was found between m-payment provider opportunism and perceived trustworthiness. The findings from the prisoner’s dilemma two-player model indicate that the scenarios of mutual trust and mutual opportunism as paradigmatic of cooperation and defection produce the best and worse outcomes, respectively. An intriguing result was the positive impact of merchant opportunism on perceived trustworthiness, which indicates a very calculative orientation of merchants in m-payment contracting.

Originality/value

To the best of the authors’ knowledge, this is among the first attempts to propose a game theory approach to the interaction between merchants and m-payment providers under the framework of trust and opportunism. A game theory study in the context of m-payment adoption can contribute to the theoretical literature by providing insights into the decision-making processes of merchants. By incorporating trust and opportunism into the game theory model, we can gain a better understanding of how they affect the decision-making process and overall adoption rates. The conclusions and implications provide useful insights for managers of both m-payment platforms and merchants in this relational exchange. The results of the present research can provide insights into the factors that influence merchant decisions and guide them toward suitable partnerships for successful adoption and can guide authorities for policy interventions and supporting adoption efforts.

Citation

Naysary, B. (2024), "A game theory-based analysis of merchants’ mobile payment adoption using hybrid SEM-neural network approach", Competitiveness Review, Vol. 34 No. 4, pp. 786-806. https://doi.org/10.1108/CR-04-2023-0074