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Article

Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines

by
Han-Jen Niu
1,
Fei-Hsu Sun Hung
2,
Po-Ching Lee
3,
Yensen Ni
1,* and
Yuhsin Chen
4
1
Department of Management Sciences, Tamkang University, New Taipei City 251301, Taiwan
2
Department of Tourism Information, Aletheia University, New Taipei City 251306, Taiwan
3
Department of Water Resources and Environmental Engineering, Tamkang University, New Taipei City 251301, Taiwan
4
Department of Accounting, Chung Yuan Christian University, Taoyuan City 320314, Taiwan
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(24), 16739; https://doi.org/10.3390/su152416739
Submission received: 6 October 2023 / Revised: 6 December 2023 / Accepted: 8 December 2023 / Published: 11 December 2023
(This article belongs to the Special Issue Exploring the Role of Emerging Technologies and Changing Consumer Behaviors in Green Marketing)
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Abstract

:
This study looks into eco-friendly transactions via mobile payment (MP) adoption in the context of a global emphasis on responsible innovation and sustainable consumption. Focusing on MP adoption in Taiwan and the Philippines and utilizing SPSS and PROCESS tools, we uncover distinct patterns. The Philippines highlights the impact of social factors on hedonic motivations driving MP adoption, whereas Taiwan emphasizes functional aspects, underlining the need for region-specific strategies. By analyzing the interplay between hedonic and utilitarian motives, our research contributes to discussions on environmentally conscious transactional choices in diverse cultural contexts. We emphasize the seamless integration of FinTech innovation and ethical consumer decisions, advocating for sustainable practices in everyday financial transactions. Our findings address contemporary concerns about business ethics, environmental sustainability, and responsibility, offering a roadmap for fostering greener consumer behaviors.

1. Introduction

Recognizing the transformative impact of smartphone technology on financial transactions, this study introduces a novel perspective in the field of Mobile Payment (MP). Unlike previous research, which has broadly explored MP within a general context, this study focuses on the unique dynamics of MP adoption in Taiwan and the Philippines, underscoring the cultural and economic variances that influence consumer behavior in these regions [1,2]. Central to this transformation is the burgeoning field of Mobile Payment (MP), which has become a crucial efficiency driver for businesses and consumers alike [3]. More significantly, MP aligns with global movements toward sustainable consumption, representing a greener approach by reducing paper usage and carbon footprints, thereby becoming a hallmark of eco-friendly financial transactions [4,5,6]. The pervasiveness of MP, evident in its integration across various sectors including transportation and retail, and among small-scale vendors, showcases its impact on daily life. The COVID-19 pandemic has further catalyzed a shift toward e-commerce, with enforced lockdowns and safety concerns leading to increased online shopping and the subsequent rise in digital payment methods. In this digital payment landscape, MP, particularly in the Asia–Pacific region, has emerged as a significant player. This is exemplified by the substantial online engagement of users in countries like the Philippines and Taiwan, with Filipinos averaging nearly 11 h and Taiwanese around 8 h of daily online activity [7]. This intense digital engagement is mirrored in the thriving MP market in the Asia–Pacific, currently valued at USD 710.11 billion [8]. The market’s growth is influenced by evolving lifestyles, expanding smartphone access, and the boost in e-commerce, indicating a promising future for MP in this region. However, within the Asia–Pacific context, Taiwan and the Philippines present contrasting cases, with stark differences in cultural heritage, economic orientation, and consumption patterns. To address the gap in understanding the influence of cultural and economic contexts on MP adoption, this study provides a comparative analysis of Taiwan and the Philippines. By examining these countries’ contrasting consumption cultures—Taiwan’s leaning toward essentialism and the Philippines’ preference for experiential indulgences—the research offers new insights into how these cultural nuances shape BIs toward MP. This dichotomy poses a critical question regarding the Behavioral Intentions (BIs) of consumers toward MP adoption in these distinct cultural settings. This study aims to explore these variations in BIs, providing strategic insights for MP promotion in both the Taiwanese and Filipino contexts.
In the realm of research, we are confronted with a significant issue that demands in-depth exploration and offers valuable insights. This study aims to address the following pivotal questions: firstly, we seek to understand the role of modern technology in our lives, particularly in the context of financial transactions. With the widespread adoption of technologies like smartphones, financial transactions have undergone a profound transformation, impacting our lifestyles and the environment. Secondly, our focus turns to the field of Mobile Payment (MP), which has emerged as a crucial driver of efficiency for both businesses and consumers. Furthermore, MP aligns with the global trend of sustainable consumption, representing an eco-friendlier approach by reducing paper usage and carbon footprints.
In addition, this study provides a profound understanding of MP, especially in its application within the Asia–Pacific region. The MP market in the Asia–Pacific is rapidly expanding and is currently valued at USD 710.11 billion. The Asia–Pacific region, particularly Taiwan and the Philippines, presents an ideal setting for this study due to their contrasting cultural and economic landscapes. This comparison is rarely explored in the existing MP literature, making our study a pioneering effort in understanding MP adoption in these diverse settings. This dichotomy raises a critical question: do consumers in these two diverse cultural settings exhibit variations in their Behavioral Intentions (BIs) toward MP adoption? This study aims to explore these differences in BI, offering strategic insights for promoting MP in both Taiwanese and Filipino contexts.
As such, we state that this study may contribute to the existing literature in the following aspects. First, this study lies in examining the impact of internal hedonic motivation (HM) on consumers’ behavioral intentions (BIs) toward mobile payment (MP), mediated through the constructs of the Unified Theory of Acceptance and Use of Technology (UTAUT). This approach differs from previous research, which primarily considered UTAUT constructs as independent determinants. Innovatively, this study positions HM as a precursor variable, transforming UTAUT constructs into mediating variables to delve deeper into the influence of motivation on technology acceptance behavior, which is understudied in the existing literature. As such, this research may have the potential to contribute to the existing body of literature. Second, this study analyzes and compares consumers’ BIs toward MP adoption in Taiwan and the Philippines (i.e., two cross-border economies), which have received less attention in previous studies; in addition, the study discloses the unique role of social influence (SI) in Filipino consumers’ BIs, demonstrating the Philippines’ cultural tendency to consider peer and family opinions; however, performance expectancy (PE) and facilitating condition (FC) are essential for Taiwanese consumers’ BIs, indicating that convenience in their daily lives does matter for Taiwanese consumers. The findings show that standard business strategies, even in cross-border countries, may be ineffective for international MP enterprises. Third, by comparing BIs toward MP adoption in Taiwan and the Philippines, we found not only two countries at different stages of economic development, but also cultural differences in BIs toward MP adoption, emphasizing the importance of region-specific strategies based on Taiwan’s and the Philippines’ distinct patterns. Last but not least, this study contextualizes the existing literature by connecting smartphones’ transformative impact on financial transactions to the rise of MP, aligning MP adoption with the global trend of sustainable consumption, emphasizing environmentally friendly aspects, and reducing paper usage and carbon footprints, all of which are rarely addressed in the literature.
In summary, this study aims to delve deep into the application of MP and provide valuable cross-cultural insights. We believe that this will contribute to the better development of MP and offer substantial support to the financial technology landscape in regions like Taiwan and the Philippines.

2. Literature Review and Hypotheses

2.1. Mobile Payment

Mobile payment refers to payments made using mobile phones and devices. Because of the high penetration of smartphones and the rapid and continuous growth of mobile users, mobile technology is nearly ubiquitous [9,10].
Because consumers who use MP no longer need to carry credit cards or wallets, the business opportunities for mobile shopping are expanding, causing brick-and-mortar stores to suffer [11]. In recent years, the use of MP has not only increased but has also become more closely related to our daily lives, as evidenced by the continued growth in the number of subscribers and stores, transaction volumes, and transaction values associated with MP [12], particularly given the rapid growth of the Southeast Asian market. For example, this market has millions of MP consumers, and more than 70% of consumers do not have access to financial services from banks, which is 30% higher than the global market. Southeast Asia may be viewed as a gold mine by MP service providers.
It is, however, the most challenging but promising region in which to promote MP. Consumers in the Philippines, for example, have little faith in financial institutions and would rather use cash than open a bank account. Multinational corporations believe that, as a result of this unavoidable global trend, the Philippines’ e-commerce and MP markets will reach USD 88 billion in 2025 [13]. Furthermore, even though Taiwan has a much better information infrastructure than the Philippines, both countries’ MP development is still in its infancy. As a result, it is important to pay attention to MP issues [14,15], particularly for Taiwan and the Philippines, given their potential for rapid growth.

2.2. Hedonic Motivation (HM) and Utilitarian Motivation (UM)

According to [16], motivation, a dynamic process of continuous goal-oriented behavior, can be self-triggered from within. As a result, when the process’s output has accumulated to a certain extent, external behavior or changed behavior may occur. Simply put, motivation is a psychological process that begins with being stimulated by internal and external factors in the environment and ends with actual action. Ali et al. [17] classified human behavior motivations into two types: extrinsic motivation and intrinsic motivation. Amabile et al. [18] proposed that intrinsic motivation was primarily derived from five stimuli (i.e., self-determination, competence, enjoyment, curiosity, interest, etc.) associated with humans’ inner perceptions, whereas extrinsic motivation was primarily derived from several stimuli (e.g., money, convenience, promotion, rewards, punishment, power, etc.) closely related to individuals’ external incentives. As a result, from a motivation viewpoint, this study aims to demonstrate whether individuals’ purchase intentions are triggered by their internal and external motivations because, in order to encourage consumers to engage in shopping, HM (i.e., intrinsic motivation) and UM (i.e., extrinsic motivation) should be reinforced [19,20,21].
According to Holbrook and Hirschman’s [22] research, consumers are rational “problem solvers”. They like to pursue “interesting, attractive, and imaginative feelings” while shopping or using technical services, for example, to awaken or enjoy this sensory stimulus [23,24,25]. As a matter of fact, consumers frequently have multiple motivations to achieve their shopping goals, which may encourage consumers to complete their shopping behavior [26].
Childers et al. [27] attempted to investigate consumer behavior in the field of information technology by identifying potential factors influencing online purchasing behavior. According to them, consumers may be concerned about increasing efficiency and saving time provided by certain features of IT products from a utilitarian viewpoint. Consumers who spend time in shopping malls may say to themselves, “I have the money to buy this” or “I like new technologies”. As a consequence, consumers who shop or use new technologies are more likely to engage in an adventure that reflects the entertainment and fun of shopping. As a result, “sensory perception”, “imagination”, and “emotion” may lead customers to finish their shopping tasks [22,27]. These perspectives appear to support the impact of utilitarian and hedonic motivations on consumers’ adoption of new technologies. As such, we contend that both utilitarian and hedonic motivations should, indeed, be expected to encourage consumers to engage in shopping behavior that favors new technologies [19,28,29].
When new purchasing technologies are utilized or when new workplace technologies are adopted, UM and HM exist. According to [30], UM and HM will be important factors influencing consumer shopping [31,32,33]. For example, Lacher and Mizerski [34] stated that consumers with perceived HM would elicit interesting, pleasant, and positive emotions during the purchase decision-making process, increasing their inner satisfaction and, thus, stimulating their willingness to use new technologies [19,35,36]. However, task-oriented vision, mission, rationality, and functionality are definitions of UM that individuals can use to improve their efficiency in performing their tasks. As a result, hedonism or utilitarianism has a significant impact on consumers’ purchasing intentions [22]. Previous research has found that UM and HM not only have a positive impact on online activities [37], but they also serve as stronger predictors of mobile banking use [38,39].
When shopping or using new technologies, consumers consider the associated benefits offered by businesses in addition to time and money. These perceived benefits for consumers, such as time savings, low cost, or enjoyment, would help them in making the final decision to purchase a product or service [32,40]. Yang and Zeng [41] also demonstrated that UM has a greater impact on mobile network behavior than HM, demonstrating the distinction between UM and HM [41].
Because UM is associated with convenience, cost savings, and information availability [42], it may encourage consumers to buy more online by triggering their information search behavior and purchase intention [31]. Although UM may be the initial and even immediate motivator for consumers to buy, according to [43], online shoppers have a variety of non-functional shopping motivations. As a result, we argue that these non-functional motivations (e.g., HM), which are primarily influenced by risk-taking, authority, and status [27], may be an extension of UM. As a result, we propose H1.
H1: 
The UM of using MP has a significant impact on HM.

2.3. Unified Theory of Acceptance and Use of Technology (UTAUT)

Venkatesh et al. [44] integrated 32 factors from eight theories/models [45] into five constructs in the UTAUT model to better understand the BIs of using information technology in organizations, including three constructs (i.e., performance expectancy (hereafter referred to as PE), effort expectancy (hereafter referred to as EE), and social influence (hereafter referred to as SI) as predictors of BI as well as two constructs (i.e., BI and facilitating condition, hereafter referred to as FC) as the predictors of technology use. Previous research has shown that practicability (i.e., PE) and ease of use (i.e., EE) have a significant impact on the BIs of using different MP systems [46,47]; FC and BI are also important predictors of technology use [44].

2.3.1. Performance Expectancy (PE)

Venkatesh et al. [44] defined PE as consumers expecting to benefit from the use of technology, which influences their intention to use. Furthermore, one of the main barriers to using the MP system was a lack of practical benefits [48]. The term “practical benefits” refers to PE, which is an important variable in determining how users decide to use mobile technologies and is one of the most important predictors of IT use [49,50]. Furthermore, PE has been shown to be an important predictor of BI [44,51]. By proposing H2, we infer that users’ PE would influence their BI to use MP.
H2: 
PE has a significant impact on the BI of using MP.

2.3.2. Effort Expectancy (EE)

Venkatesh et al. [44] defined EE as users’ expectation of an easier life as a result of new technological features such as a user-friendly interface and quick setup technologies. The core concept of EE in the UTAUT structure is that users discover a new technical system that is simple to use, which may influence a user’s attitude toward the technology system and intention to use MP. As a result, EE would be a critical factor in persuading people to adopt mobile technology [52,53]. By proposing H3, we infer that the users’ EE would influence their intention to use.
H3: 
EE has a significant impact on the BI of using MP.

2.3.3. Social Influence (SI)

SI refers to an individual’s social network, which influences how much he or she uses MP [54]. Furthermore, how much a consumer uses the technology system is likely to be influenced by other people who are important to him or her, such as family and friends. Previous M-Commerce research found that SI could predict consumers’ intentions to use mobile data services [55]. The studies of Shin [56] and Roethke et al. [57] on mobile e-commerce supported the significance of SI. Lu [58] also demonstrated that SI would be an antecedent variable in the use of mobile e-commerce systems, indicating that SI could be an antecedent factor [59]. As a result, we deduce that the user’s SI may have an effect on the intention to use and, thus, propose H4.
H4: 
SI has a significant impact on the BI of using MP.

2.3.4. Facilitating Condition (FC)

FC, a possible predictor of technology use, refers to consumer resources and the extent to which they support the use of technology (e.g., time, money, technological factors, and compatibility). According to [60], convenient services are important factors in obtaining necessary resources. FC influenced user intention to use and behavior in the UTAUT model. Previous research has found that BI and FC are important factors in determining use behavior [44]; FC may have an impact on BI without necessarily covering the correlation between convenience conditions and user behavior [61]. As a result, we conclude that FC may influence users’ intent to use, thus proposing H5.
H5: 
FC has a significant impact on the BI of using MP.
Venkatesh et al. [62] highlighted that consumers tend to associate their intention to use technological devices or services with Hedonic Motivation (HM), assessing whether such usage would provide them with enjoyable benefits [63,64,65]. Similarly, Salimon et al. [66] found that HM plays a facilitating role in clients’ decisions to use e-banking services, making it a potent predictor of adopting new technologies and mobile shopping [67,68]. Therefore, it can be concluded that HM significantly influences consumers’ purchase intentions, particularly when they are engaged in a delightful shopping experience created by businesses. Venkatesh et al. [69] introduced UTAUT2, an extension of UTAUT that includes three key structures: HM, price value, and habit. This adaptation recognizes that while the initial UTAUT focuses on factors influencing the adoption of new technologies based on extrinsic motivation, UTAUT2 is tailored to address the stronger intrinsic motivation observed among the general public for technology services. In today’s smartphone applications, the role of entertainment is crucial, as enhancing a user’s intrinsic HM can enhance an app’s practicality, ease of use, and convenience following task completion. This leads to the deduction that consumers’ HM may exert a significant influence on the four UTAUT constructs related to mobile purchases, hence suggesting hypotheses H6a–H6d.
H6a: 
The HM of utilizing MP has a significant impact on PE.
H6b: 
The HM of utilizing MP has a significant impact on EE.
H6c: 
The HM of utilizing MP has a significant impact on SI.
H6d: 
The HM of utilizing MP has a significant impact on FC.

2.4. Behaviour Intention (BI)

According to Ajzen and Driver [70], BI can better predict an individual’s actual behavior because the intention is the most important factor influencing the occurrence of actual behavior, reflecting the degree to which a person is willing to engage in certain behaviors. Gumussoy and Calisir [71] defined BI as a measure of an individual’s possibility of engaging in a certain behavior (e.g., using MP) by quoting the study of Ajzen and Fishbein [72]. They also indicated that a stronger intention led to a greater possibility of using MP.
Furthermore, BI interprets a person’s proclivity before doing something [73,74]. The UTAUT model demonstrates that BI has a significant impact on the adoption of new technology [44,75]. Huang et al. [76] also showed that when mobile users had a positive belief in mobile technology, they were more likely to use mobile technology services [77,78]. Previous research has indicated that identifying the key factors influencing the BI of using MP would be critical [2,15,79]. Baker and Crompton [80] also demonstrated that through reasonable intention measurements, the intention could be used to measure behavior that is close enough to reality.
Consumer enjoyment is defined as “a necessary human response to activities mediated by computers” [81]. Curiosity, fun, or enjoyment could, thus, be considered as essential intrinsic motivation [82]. Intrinsic motivation stems primarily from an individual’s preference for activity, as consumers may experience a sense of inner satisfaction during the purchasing process. As a result, intrinsic motivation may reflect an individual’s desire for enjoyment while performing a task [83], and enjoyment is frequently regarded as an important intrinsic motivation [82,84]. Meanwhile, whether or not consumers care about the process of enjoyment will influence their future and repeat purchases [85].
Previous research has shown that the UTAUT model outperforms other competitive models [44,75,86,87,88,89], and it is, thus, widely used in many fields such as banking, education, medical care, information technology, and telecommunications [65,90] because relevant UTAUT studies have shown that PE, EE, and SI have significant effects on small businesses’ BI to use mobile commerce [91,92]. As such, we assume that the UTAUT2 constructs include PE, EE, SI, FC, and HM and that these constructs may have a significant positive effect on the BI of mobile users, thus proposing H7 in addition to H2–H5. Meanwhile, based on H6a-H6d that consumers’ HM may have a significant impact on the four UTAUT constructs of users’ BIs of using MP, and H7 that HM may have a significant positive effect on users’ BIs of using MP, we argue that HM may also mediate (i.e., indirectly affect) BI via PE, EE, SI, and FC, thus proposing H8a, H8b, H8c and H8d.
H7: 
The HM has a significant impact on the BI of using MP.
H8a: 
The PE mediates the relationship between HM and BI.
H8b: 
The EE mediates the relationship between HM and BI.
H8c: 
The SI mediates the relationship between HM and BI.
H8d: 
The FC mediates the relationship between HM and BI.
In summary, the most important aspect of utilizing MP is that users’ motivations influence their perceptions and actions. Thus, by setting our internal HM and external UM motivations as antecedent variables, we not only investigate whether internal motivation, likely elicited by external motivation, would directly affect the behavior of using MP and even indirectly affect MP through four constructs structured by the UTAUT model, but also investigate whether HM would separately affect these four constructs as well as whether any one of these constructs would affect the behavior of using MP, respectively (Figure 1).

3. Measures and Data

3.1. Measures

Each item was evaluated using a 6-point Likert scale, which ranged from “strongly disagree” to “strongly agree”. Adapted from the UTAUT model, we measured the items of four constructs, including PE with 4 items, EE with 4 items, SI with 3 items, FC with 3 items, and BI with 5 items [44,62]. In addition, we assessed UM with five items created by Babin et al. [19] and HM with four items developed by Guido [93].
This study used a comprehensive conceptual framework based on existing literature (Figure 1). Analysis was conducted using structural equation modeling, analysis of moment structure (SEM: AMOS), and the structural equation model was tested using a two-stage procedure. In the first stage, we used the measurement model to confirm the validity and reliability of the adopted constructs and items through confirmatory factor analysis (CFA). Regarding the second stage, we analyzed the structural model by clarifying the causal relationships among the constructs [94]. In addition, structural equation modeling (SEM) was used to account for measurement errors within the observed variables as it addresses error structures appropriately [95].

3.2. Participants and Sample Profile

The survey distribution predominantly employed convenience sampling, targeting smartphone-owning consumers in Taiwan and the Philippines. The survey distribution strategy was as follows: in Taiwan, the survey was conducted online, and physical questionnaires were distributed. In the Philippines, physical questionnaires and QR codes were distributed through business contacts and personal networks. In Taiwan and the Philippines, there were 53 and 26 invalid responses out of 550 and 326 surveys, respectively. In this study, there were 797 valid responses, with an effective rate of 90.36% in Taiwan and 92.02% in the Philippines. In terms of gender distribution, Taiwan has more women (60.2%) than men (39.8%), while the Philippines has a nearly equal gender distribution. The majority of the Taiwanese respondents (78.7%) were between the ages of 18 and 29, while the majority of the Filipino respondents were between the ages of 30 and 40 (57.0%). Regarding common situations, roughly 80% of respondents in both regions (79% and 82.3%, respectively) had a college education, and their annual income ranged between USD 10,000 and USD 30,000 (27.1% and 41.3%).

4. Results

4.1. Reliability Analysis

Table 1 shows that the reliability coefficients (α) for all construct variables are greater than 0.70, indicating that both the items measuring their corresponding construct and the constructs themselves are reliable [96]. Furthermore, the variance inflation factor (VIF) test for multicollinearity among these variables reveals that none of the variables have a VIF value greater than 10, indicating that no multicollinearity exists between these two economies’ variables [97].

4.2. Convergent Validity and Discriminant Validity

Convergent validity includes factor loading (FL), composite reliability (CR), and average variance extracted (AVE) [98]. In terms of measurement standards, Bagozzi and Yi [99] recommend that the standardized factor loading be between 0.6 and 0.95, the CR be greater than 0.6, and the AVE be greater than 0.5. Panel A of Table 2 demonstrates that the convergent validity of the model for either Taiwan or the Philippines is good.
Following that, we use the pairwise comparison suggested by Fornell and Larcker [100] to test the scale’s discriminant validity. The criterion is that the AVE of each dimension must be greater than the square root of the correlation coefficient below the diagonal between the dimensions. Both countries’ scales have discriminant validity, based on the results shown in Panel B of Table 2.

4.3. Structure Equation Modeling Analysis (SEM)

Path analysis was chosen to validate the causal relationships between their respective variables using the SEM technique. The GFI was determined prior to the analysis to ensure that the model of this study was fit for SEM analysis [95].

4.3.1. Model Fit

According to the goodness-of-fit analysis result of the overall model of the two regions, the relationship between the respective variables is appropriate for both regions. Based on the studies of Hair et al. [95] and Hu & Bentler [101], the model fit for Taiwan is good, with χ2 = 1825.760, χ2/df = 4.306, GFI = 0.886, AGFI = 0.875, RMSEA = 0.082, SRMR = 0.103, TLI = 0.901, CFI0.910; for the Philippines, the model fit is also good, with χ2 = 1421.105, χ2/df = 3.352, GFI = 0.817, AGFI = 0.799, RMSEA = 0.089, SRMR = 0.086, TLI = 0.850, CFI = 0.864 (Figure 2 and Figure 3).

4.3.2. Path Analysis

According to our findings, the two countries have some similarities and differences. In terms of similarity, the UM has a significant effect on the HM; the HM has a significant effect on the PE, EE, SI, FC, and EE; and the HM has a significant effect on the BI. As for the differences, SI has a significant effect on BI in the Philippines but not in Taiwan; PE and FC have a significant effect on BI in Taiwan but not in the Philippines (Panels A,B of Table 3).
The following key findings are obtained by this study. To begin with, consumers in both countries believe that EE and technological friendliness will influence their intentions to use MP. Second, due to a lack of hardware and infrastructure in the Philippines, consumers may require more recommendations from family and friends to adopt MP. Third, because Taiwan has a relatively extensive infrastructure that provides people with great convenience in their daily lives, Taiwanese consumers may not rely on the influence and recommendation of colleagues, family, and friends to adopt MP. We argue that our findings may have been influenced by cross-cultural differences between Taiwan and the Philippines.
Based on the standard regression coefficients, we then rank the important factors influencing users’ intentions to adopt MP in both countries. Panel C of Table 3 shows that the top three factors in Taiwan are HM, FC, and EE, whereas the top three factors in the Philippines are FC, EE, and HM. As a result, while the top three factors differ in ranking, the top three factors are the same in both countries.

4.4. Mediator Effect

4.4.1. Taiwan

To investigate the mediation effect for Taiwan, we use the bootstrapping method. Panel A of Table 4 shows that 0 is straddled within (0.567, 0.817) for the total effect of HMBI, supporting H1. Furthermore, for the indirect effect of HM→PE→BI, HM→EE→BI, HM→SI→BI, and HM→FC→BI, Panel A of Table 4 reveals that 0 is straddled between (0.071, 0.233) and (0.009, 0.181) but not between (−0.033, 0.090) and (−0.007, 0.175), thus supporting H8a and H8b but not H8c and H8d.

4.4.2. The Philippines

Regarding the Philippines, Panel B of Table 4 shows that 0 is straddled within (0.521, 0.929) for the total effect of HMBI, supporting H1. In terms of the indirect effect of HM→PE→BI, HM→EE→BI, HM→SI→BI, and HM→FC→BI, Panel B of 4 reveals that 0 is straddled between (0.146, 0.383), (−0.040, 0.358), and (−0.214, 0.291) but not (−0.134, 0.194), thus not supporting H8a, H8b, and H8d but supporting H8c.
As a result, Panel C of Table 4 summarizes the mediation effect results between Taiwan and the Philippines, demonstrating that while PE and EE are significant in Taiwan, only SI is significant in the Philippines.

5. Conclusions

5.1. Conclusions and Discussion

This study examines the hedonic (HM) and utilitarian (UM) motivations of consumers in Taiwan and the Philippines in order to decode their behavioral intentions (BI) toward mobile payment (MP) adoption. The primary conclusions are as follows.
First, regarding Taiwanese consumers, performance expectancy (PE) and facilitating conditions (FCs) play a pivotal role in shaping BIs for MP adoption, resonating with the prior literature [62,102,103]. Contrarily, in the Philippines, Social Influence (SI) emerges as a determinant for BI, mirroring findings from previous studies. This suggests that Filipinos heavily value the opinions of peers and family, which is reflected in their financial choices [104,105].
Second, this study discloses that HM significantly steers the BIs in both regions, aligning with existing studies [14,30,62]. The high digital engagement levels, with Filipinos spending nearly 11 h and Taiwanese about 8 h online daily, underscore the potential of MP. To amplify MP adoption, we recommend that providers interlace their offerings with telecommunication, entertainment, and e-wallet services, as well as introduce promotional benefits to further tap into users’ UM and HM.
Third, concerning Taiwan, intrinsic HM affects the BIs of MP indirectly via PE and effort expectancy (EE), revealing an inherent motivation that was often overshadowed by extrinsic factors in past research. This presents a fresh perspective on how intrinsic HM mediates MP adoption via PE and EE, an aspect seldom explored. For the Philippines, SI not only directly impacts BI but also mediates between HM and BI. This highlights the dual role of enjoying the MP experience and the influence of external opinions on Filipino consumers. Consequently, in the context of eco-friendly transactions, our findings stress the promise of MP as a sustainable choice, bolstering cleaner and more responsible consumption by reducing the environmental footprint.

5.2. Theoretical Implications

This study provides the following theoretical and managerial/practical implications based on our revealed results. Beginning with the UTAUT model’s traditional use, prior studies mainly positioned their four constructs as independent variables. However, our research pivots from this perspective, presenting these constructs as mediators, revealing that intrinsic hedonic motivations (HM) stimulated by extrinsic utilitarian motivations (UM) influence consumers’ behavioral intentions (BIs) to use mobile payment. We posit that when consumers’ internal HM stems from UM factors such as convenience, usability, and empowerment, they experience positive emotions like joy and satisfaction. This emotional elevation propels their BIs toward mobile payment via the UTAUT constructs—an angle rarely explored in the current literature.
In addition, while Venkatesh et al. [62] focused on mobile Internet adoption in the developed region of Hong Kong, our study redirects this lens toward the BIs around mobile payment in developing economies like Taiwan and the Philippines. This comparative approach, contrasting developed and developing regions, augments the versatility of UTAUT2’s application, revealing its potential across diverse economic landscapes.
Moreover, by further distinguishing our approach from prior work, we extended our exploration to two distinct developing regions: Taiwan and the Philippines, each showcasing varied economic, social, cultural, and technological matrices. By maintaining a consistent measurement scale and comparable study durations, we unraveled the nuanced disparities in factors shaping mobile payment BIs across these regions. Our findings, which disclose varying MP models, can be invaluable to researchers interested in utilizing the UTAUT framework to investigate cross-national mobile payment transactions.
In conclusion, we underline the escalating relevance of fostering user BIs in mobile payments, a subject of both commercial and scholarly significance. Given the dual benefit of mobile payment—environmental conservation by minimizing paper use and carbon emissions, and user-centric advantages like cost-effectiveness, efficiency, and convenience—we advocate its potential to expand the horizons of green consumption research.

5.3. Managerial Implications

Drawing from our findings, we present the following actionable insights for businesses looking to advance mobile payment (MP) adoption. To begin with, given the significant influence of utilitarian motivations (UMs) on hedonic motivations (HM)s in both regions, MP service providers should entice consumers with tangible UM-driven incentives, such as discounts and rewards. These benefits can amplify consumers’ enjoyment of MP services, reinforcing the premise that catering to those with high HMs can indeed drive MP promotion.
In addition, as the digital landscape pivots from online to offline (O2O) to online-to-mobile (O2M), businesses must seamlessly merge online platforms with brick-and-mortar operations. Beyond just integrating these channels, enhancing trust-building measures and crafting innovative business models becomes paramount. Collaborating closely with physical retailers to offer real-time consumer insights and streamline the shopping experience is a practical strategy to capture users’ interest.
Furthermore, while the factors underpinning MP adoption in Taiwan and the Philippines differ, three standouts—HM, Effort Expectancy (EE), and Facilitating Conditions (FC)—emerge as universal. This underscores the need for MP platforms to prioritize user engagement, simplicity, and convenience. Tailored, engaging, and user-friendly interfaces—bolstered by innovative features—can significantly elevate the MP experience, as noted in prior studies [106,107].
Moreover, recognizing the potency of social influence (SI) in the Philippines, where societal opinions weigh heavily on decision-making, MP providers have an opportunity to ride this wave. By roping in influential personalities of mainstream celebrities or rising digital influencers, MP platforms can harness community-driven diffusion, establishing MP as a trending choice. As such, in the broader scheme, these implications champion MP, not just as a convenient transactional tool, but also as an eco-friendly avenue aligning with sustainable consumption, minimizing waste and carbon footprint.

5.4. Limitations and Further Research

This study, while contributing to the existing body of knowledge, carries some limitations that offer avenues for future research as follows. First, our participant selection was random, encompassing both experienced and inexperienced MP users. This diversity, although representative, might lead to varying perceptions. Future research could consider segmenting samples based on their MP experience level to derive more nuanced insights into their behaviors and preferences. Second, while our study primarily utilized quantitative approaches, there is a rich terrain to be explored using qualitative methods. In-depth interviews could provide a more comprehensive understanding of user behavior, capturing the intricacies of their decision-making processes. Third, given the dynamic nature of technology adoption, it would be valuable for subsequent studies to employ a longitudinal design. This would help to assess whether participants, especially the inexperienced ones, transition into regular MP users over time, and the sustainability factors influencing this shift. As such, this study may pave the way for a more in-depth examination of mobile payment in the context of sustainable consumption for future research, with the ultimate goal of promoting cleaner and more responsible consumer choices.

Author Contributions

Conceptualization, H.-J.N., F.-H.S.H. and Y.N.; Methodology, H.-J.N., P.-C.L., F.-H.S.H. and Y.N.; Software, H.-J.N., P.-C.L. and Y.C.; Investigation, H.-J.N., F.-H.S.H., Y.N. and Y.C.; Writing—original draft, H.-J.N., F.-H.S.H., P.-C.L., Y.N. and Y.C. All authors have read and agreed to the published version of the manuscript.

Funding

The authors received no financial support for the research, authorship, and/or publication of this article.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

The datasets used and/or analyzed during the current study are available from the first author on reasonable request at [email protected]; [email protected].

Acknowledgments

Thanks to Szu-Tung Lin for assisting with data collection and processing.

Conflicts of Interest

The authors declare no conflict of interest.

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Figure 1. Research structure.
Figure 1. Research structure.
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Figure 2. The path analysis of Taiwan. n.s.—insignificant; * and *** indicate p < 0.1 and p < 0.01.
Figure 2. The path analysis of Taiwan. n.s.—insignificant; * and *** indicate p < 0.1 and p < 0.01.
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Figure 3. The path analysis of the Philippines. n.s.—insignificant; ** and *** indicate p < 0.05 and p < 0.01.
Figure 3. The path analysis of the Philippines. n.s.—insignificant; ** and *** indicate p < 0.05 and p < 0.01.
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Table 1. Cronbach’s α and VIF coefficients.
Table 1. Cronbach’s α and VIF coefficients.
Construct VariableTaiwanPhilippines
Cronbach’s αVIFCronbach’s αVIF
PE (Performance Expectancy)0.9372.9280.8782.898
EE (Effort Expectancy)0.9592.9060.9053.030
SI (Social Influence)0.8681.1910.8111.575
FC (Facility Condition)0.8491.9650.8652.625
UM (Utilitarian Motivation)0.9363.7520.8741.876
HM (Hedonic Motivation)0.9372.1650.8741.817
BI (Behavior Intention)0.951 0.920
Total0.966 0.948
Table 2. Convergent validity and discriminant validity.
Table 2. Convergent validity and discriminant validity.
Panel A: Convergent Validity Analysis
DimensionItemsTaiwanPhilippines
FCCRAVEFCCRAVE
UM70.705–0.8790.9450.7130.711–0.8540.9100.591
HM30.899–0.9330.9410.8410.771–0.8600.8680.688
PE40.864–0.9260.9320.7920.834–0.8860.9140.727
EE40.907–0.9220.9600.8570.784–0.8980.9150.729
SI50.678–0.8390.8730.5810.701–0.8240.8860.610
FC30.715–0.9030.8560.6670.838–0.8960.8930.736
BI50.774–0.8530.9210.7020.870–0.9370.9510.797
Panel B: Discriminant validity analysis
Panel B1: The case of Taiwan
AVEUMHMPEEESIFCBI
UM0.7130.844
HM0.8410.7980.917
PE0.7920.4990.6250.89
EE0.8570.5310.6650.4160.926
SI0.5810.4550.5700.3570.3790.762
FC0.6670.5550.6960.4350.4630.3970.817
BI0.7970.5550.6950.5890.5380.4300.5430.893
Panel B2: The case of the Philippines
AVEUMHMPEEESIFCBI
UM0.5910.769
HM0.6880.6370.829
PE0.7270.3760.5900.853
EE0.7290.4270.6710.3960.854
SI0.6100.3780.5930.3500.3980.781
FC0.7360.4650.7300.4310.4900.4330.858
BI0.7020.4120.6460.3870.5400.6350.4780.838
Table 3. Path analysis and ranking for Taiwan and the Philippines.
Table 3. Path analysis and ranking for Taiwan and the Philippines.
Panel A: Taiwan
DVIVStd. (β)S.E.p-ValueR2
HMUM0.7980.0570.0000.636
PEHM0.6250.0410.0000.391
EEHM0.6650.0410.0000.443
SIHM0.5700.0410.0000.325
FCHM0.6960.0540.0000.484
BIPE0.2530.0490.0000.541
EE0.1350.0520.010
SI0.0500.0580.259
FC0.1150.0520.043
HM0.3390.0640.000
Panel B: the Philippines
DVIVStd. (β)S.E.p-ValueR2
HMUM0.6370.0770.0000.406
PEHM0.5900.0770.0000.349
EEHM0.6710.0740.0000.450
SIHM0.5930.0600.0000.352
FCHM0.7300.0770.0000.533
BIPE0.0080.0520.8970.536
EE0.1940.0590.006
SI0.3880.0810.000
FC0.0140.0650.867
HM0.2710.1170.014
Panel C: Ranking of factors adopted
FactorsTaiwan
Std. (β)		RankingPhilippines
Std. (β)		Ranking
HM0.79810.6373
PE0.62540.5905
EE0.66530.6712
SI0.57050.5934
FC0.69620.7301
Table 4. Mediating effect analysis for Taiwan and the Philippines.
Table 4. Mediating effect analysis for Taiwan and the Philippines.
Panel A: Mediator Effect Analysis for Taiwan
EffectEstimate Du = 1000
95% CI
Std.Err.Zpllciulci
Total Effect
HM→BI0.6730.06310.7050.0000.5670.817
Total Indirect Effect
HM→PE→EE→SI→FC→BI0.3440.0704.9330.0000.2090.480
Indirect Effect
HM→PE→BI0.1530.0413.7180.0000.0710.233
HM→EE→BI0.0870.0432.0020.0450.0090.181
HM→SI→BI0.0270.0310.8780.380−0.0330.090
HM→FC→BI0.0770.0461.6900.091−0.0070.175
Panel B: Mediator effect analysis for the Philippines
Total Effect
HM→BI0.6860.1016.7840.0000.5210.929
Total Indirect Effect
HM→PE→EE→SI→FC→BI0.3980.2151.8540.064−0.1010.774
Indirect Effect
HM→PE→BI0.0050.0790.0630.950−0.1340.194
HM→EE→BI0.1380.0961.4380.150−0.0400.358
HM→SI→BI0.2440.0633.8630.0000.1460.383
HM→FC→BI0.0110.1510.0700.944−0.2140.291
Panel C: Results of mediation effect between Taiwan and the Philippines
HypothesisMediationResult of TaiwanResult of Philippines
H8aHM→PE→BIvx
H8bHM→EE→BIvx
H8cHM→SI→BIxv
H8dHM→FC→BIxx
Note: lower level of confidence interval = llci; upper level of confidence interval = ulci.
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MDPI and ACS Style

Niu, H.-J.; Hung, F.-H.S.; Lee, P.-C.; Ni, Y.; Chen, Y. Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines. Sustainability 2023, 15, 16739. https://doi.org/10.3390/su152416739

AMA Style

Niu H-J, Hung F-HS, Lee P-C, Ni Y, Chen Y. Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines. Sustainability. 2023; 15(24):16739. https://doi.org/10.3390/su152416739

Chicago/Turabian Style

Niu, Han-Jen, Fei-Hsu Sun Hung, Po-Ching Lee, Yensen Ni, and Yuhsin Chen. 2023. "Eco-Friendly Transactions: Exploring Mobile Payment Adoption as a Sustainable Consumer Choice in Taiwan and the Philippines" Sustainability 15, no. 24: 16739. https://doi.org/10.3390/su152416739

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