Investigating Barriers Contributing to the Nonadoption of Mobile Payment from Non-users’ Perspective: Insights Based on SEM-ANN Analysis

Mobile payment services (MPS) are gaining popularity and growth as innovative methods of payment. However, still due to pro-innovation bias, less attention has been given of barriers to innovation as compared to the adoption of the technology. The current research focuses on the various users’ barriers to MPS adoption intentions (AIs). The study established a research model supported by the extended innovation resistance theory, including information barriers (InfBs), lack of facilitating conditions and lack of perceived novelty (LPN). A total of 357 valid questionnaires were collected from MPS non-users and hypotheses were tested via structural equation modelling and artificial neural network. The research findings indicate that usage barriers, value barriers, InfBs, unavailability of facilitating circumstances and LPN adversely affect MPS AIs. This research has several practical and theoretical implications to build strategies to overcome barriers in the adoption of MPS.