Att betala med mobilen - En kvalitativ studie om attityder och föreställningar gentemot mobila betalningslösningar i Sverige och Kina

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Författare: Filip Sernhede; Lukas Faxå; [2019]

Nyckelord: Mobile payment; Digitization; Alipay; WeChat; Swish;

Sammanfattning: This study aims to examine the different attitude and beliefs between people living in Sweden and people living in China regarding the acceptance of mobile payment solutions. Today the usage differs greatly between the two countries. Chinese consumers are adopting mobile payment methods at a faster rate than the rest of the world and at the same time only a fraction of the swedish consumers have ever used mobile payments. This paper thus examines why the two countries differs this much in accepting mobile payments. Few studies examine whether people's attitudes and beliefs affects the use of new technology. Therefore a qualitative multiple case study with twelve semi-structured interviews was conducted, with six individuals from each country who could explain their point of view regarding mobile payments. The study used an abductive approach, meaning that existing literature within the field was combined with our own collected empirical data, in order to generate new knowledge. Following the analysis of the empirical results show that people living in both Sweden and China have a very high level of acceptance when it comes to new technologies. Instead, the two countries differ in regards of how easy mobile payments is made in society, and what old payment method it replaces.

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