The influence of security and reward on behavioral intention to adopt mobile payment: A comparative analysis of users versus non-users in Tanzania's handicraft industry

The users and non-users were compared to determine how security and rewards influenced intentions to adopt mobile payment systems. The research philosophy adopted for the study was post-positivist, approach type was quantitative, and the research was cross-sectional. The perspective of merchants was included by considering the owners of handicraft shops in Tanzania as the study population. Sampling was conducted using multistage non-probability sampling, which involved purposive and convenience sampling methods. Data collection occurred at the Maasai Market in Arusha, Mwenge Wood Carvers Market in Dar es Salaam, and Stone Town curios and craft shops in Zanzibar. Data was gathered through closed questionnaires, yielding a total of 427 respondents: 219 users and 208 non-users. The analyses of data were conducted using Covariance Based-Structural Equation Modeling (CB-SEM) with SPSS version 27 and Smart-PLS4 and AMOS software. The results show that similar findings appeared on both groups (such as user and non-user), security has a significant positive effect on the intention of mobile payment, and rewards has a non-significant effect. From multi group analysis there was no significant difference in the influence of security and reward factors on behavioral intention across both groups. This study contributes to the existing theoretical extend and offers practical implications and further research direction. • Assessment of security and reward on users and non-users’ behavioral intention to adopt mobile payment. • Adoption of merchant perspective in mobile payment adoption. • Mobile payment adoption in handicraft industry. • Covariance Based-Structural Equation Modeling in mobile payment adoption analysis. • Multi Group Analysis (MGA) on users and non-users of mobile payment.