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The widespread penetration of smart mobile devices has facilitated rapid growth of mobile location-based services (LBS), which provide users with a variety of benefits and are attractive from a marketing perspective. However, mobile-payment (M-Payment) adoption by users has been below expectations. For better understanding of drivers and inhibitors of the willingness to M-Pay for mobile LBS, this study contributes by conceptual modeling and empirical assessment of user willingness to M-Pay. To test the proposed conceptual research model, data from 122 valid responses were analyzed by employing the Partial Least Squares (PLS) technique. The findings show that Perceived Risk is the main inhibitor of user willingness to M-Pay for LBS and that the magnitude of this inhibitor’s negative impact is at least twice the magnitude of any driver’s positive impact.
Andreev et al. (Sun,) studied this question.