Using data mining techniques to investigate the factors influencing mobile payment adoption in Morocco

Mobile payment has proven to be successful all over the world not only in developed countries but also in developing ones. In Morocco, some banks have already launched an offer related to money transfer via mobiles and have the intention to suggest mobile payment solutions to their clients. But before implementing such a technology, it is important to know if Moroccans are willing to adopt it or not. In this work, we explore factors that affect future users´ intention towards mobile payment. To this end, we adopted technology acceptance model to assess whether ease of use, usefulness, risk perception and transaction fees affect their willingness to adopt this technology. To investigate the relationship between these variables, an empirical analysis was conducted based on data mining techniques. Our results indicate that ease of use, usefulness, risk perception and transaction fees affect Moroccans´ intention to adopt mobile payment but with different degrees of impact. Empirical evidence indicated that ease of use and risk perception are the most influent factors.