Technology acceptance in two-sided platforms: the adoption and use of contactless proximity payments by consumers and merchants

Abstract

Two-sided markets created by platform intermediaries emerge in many industries. Current research on two-sided platforms primarily focuses on strategy and pricing, whereas information systems research has only sparsely taken into account their specifics. This research bridges the gap by identifying factors that impact technology acceptance in two-sided platforms. Drawing upon extant literature, this study identifies the factors impacting the adoption and use of contactless proximity payments by consumers and merchants, both sides of a two-sided platform. An explorative qualitative study with 20 experts in UK payment services identified 43 factors, and allowed to create a multi-levelled conceptual framework. Subsequently, a conceptual model is created by overlaying the enhanced second unified theory of acceptance and use of technology (UTAUT2E) and the expectation-confirmation model (ECM). The model is validated through a quantitative study among 400 UK consumers and merchants, using partial least squares structural equation modelling (PLS-SEM). The results confirm that network externalities, the defining characteristic of multi-sided platforms, are a prevalent factor in the acceptance of technology in two-sided platforms. They do not only directly impact usage behaviour and intent, but are also instrumental in developing technology usage habits. As technology is increasingly transforming traditional linear markets into multi-sided platforms, this study significantly contributes to theory and practice. It will encourage researchers in the field of information systems to take into account the specifics of multi-sided platforms. The insights can inspire platform businesses to kickstart a virtuous circle by leveraging the network externalities between constituent groups to develop habits and thrive on the induced continuance behaviour.

Date of Award	2 Jul 2023
Original language	English
Awarding Institution	Northumbria University
Supervisor	Firas Masri (Supervisor) & Mahmoud Abdelrahman (Supervisor)