In-store mobile payment in western countries : A study on readiness and adoption

Sammanfattning: The purpose of this master thesis is to investigate the characteristics that made in-store mobile payment in China fast and highly adopted and to give suggestions for developing in-store mobile payment in western countries with the readiness of these characteristics. From the literature study, several characteristics are identified, including trust in mobile payments, expectation of fast transactions, quick and easy authentication, willingness to share personal data, low level of consumer credit, high adoption of QR codes for payment, friendly development environment, price-sensitive, easily influenced by other people, high cash preference, low adoption of NFC, and low availability of different payment options. The characteristics were used to create survey questions and a semi-structured interview guide for collecting data in the western countries with experts within each market at Klarna. The research consisted of fifteen countries, and data from 12 interviews and 15 survey answers were collected. A qualitative analysis was then conducted on the surveys and interviews, and countries were categorized into four categories of readiness and recommended development opportunities and directions in-store mobile payment features respectively. Besides payment features, recommendations for attracting new users and improving