Building a conceptual framework for mobile transaction in Saudi Arabia: A user's perspective

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Building a Conceptual Framework for Mobile

Transaction in Saudi Arabia: A User‟s Perspective

Mohammed A. Alqahtani

School of Computing Sciences

University of East Anglia, UK &

College of Computer Science and

Information Technology,University

of Dammam, Saudi Arabia

[email protected]

Roobaea S. AlRoobaea

College of Computers and

Information Technology, Taif

University Saudi Arabia &

School of Computing Sciences,

University of East Anglia, UK

[email protected]

Pam J. Mayhew

School of Computing Sciences,

University of East Anglia,

UK

[email protected]

Abstract—Globally, electronic commerce (e-commerce)

activity is going through a stage of rapid growth driven by mobile services. Recently, there has been a rapid increase in data gathering via the web, and some people believe that the best alternative for the PC-web is the mobile web as it enables almost all business to be done through this means. While there is progress in mobile technologies and an increasingly high penetration rate of mobile communication services in Saudi Arabia, yet there is reluctance within Saudi society to take advantage of the opportunities now offered. By analysing and discussing the author’s prior research, this paper aims to understand the factors that influence the acceptance of mobile transaction (m-transaction), and to build the conceptual framework of the intention to use m-transaction in Saudi Arabia. It also summarizes the factors that should have a significant impact in the intention and use of m-transaction from a consumer’s perspective. The results show that there are 11 factors that have the most significant influence on the acceptance and adoption of m-transaction in Saudi Arabia, includes ease of use, navigational structure, visual appeal, usefulness, ICT infrastructure, security, trust, culture, cost, government m-readiness, and social influence.

Keywords—Mobile Technologies; E-Commerce; M-

Transaction; Conceptual Framework; Acceptance; Developing

Countries

I. INTRODUCTION

The remarkable advances in mobile technologies and their vast prevalence rate have transformed telephony systems profoundly. They are equipped with functionalities which surpass telephony needs, and which motivate the development of value-added mobile services and functions. Nowadays, the number of mobile phones in use far exceeds any other technical devices used to market, sell, produce, or deliver products and services to consumers. They are supported, firstly, by mobile applications which have become especially valued in an era where time is precious and the weight attached to convenience is important, and secondly, by mobile communication technologies which have successfully penetrated consumer markets throughout the world. Consequently, these developments have opened up lucrative opportunities to retailers and service providers to use mobile commerce (m-commerce), and this has become a major driving force for the next phase of e-commerce [1, 2].

Furthermore, m-transaction is an important emerging application of m-commerce which facilitates m-commerce transactions by providing the mobile customer with a convenient means to pay [3, 4]. Mobile payments are a relatively new field for research [5, 6]. A qualitative approach using focus group interviews was chosen to discuss and explore the critical factors affecting the use of m-transaction in Saudi Arabia from a user‟s perspective. This paper aims to discuss the results of the author‟s prior studies [7, 8] and to confirm the proposed conceptual framework. It is organized in the following way: Section 2 provides a literature review; Section 3 describes the research methodology; Section 4 presents the data analysis and findings, including the conceptual framework; Section 5 offers a discussion of the significant factors that affect the decision to use m-transaction; and Section 6 provides a conclusion and suggestions for future work.

II. LITERATURE REVIEW

From the literature review the terms „mobile payment‟ and „mobile transaction‟ correspond closely and usually refer to the same process. Petrova and Mehra [4] describe mobile payment in their study as a method of payment for products and services through m-commerce and this can be viewed as “a service enabling transaction with a monetary value conducted via a mobile telecommunications network”. Furthermore, mobile payment can be seen as a natural evolution of electronic payment, and enables feasible and convenient m-commerce transactions [5]. On the other hand, Huang el. al. [9] describe m-transaction as one of the most important components of m-commerce, which can involve a variety of applications: for example, mobile banking and brokerage service, mobile money transfer, and mobile payment and micro-payment. The two terms mobile transaction and mobile payment are similar and interconnected/interrelated. Therefore, this research will use these two terms interchangeably.

The recent literature highlights the fact that m-transaction is one of the most critical incentives for successful m-commerce [1, 3, 10]. Moreover, the success of m-transaction systems in Saudi Arabia requires strong acceptance by consumers and relevant stakeholders, including private and public organizations [1]. However, the penetration and adoption in Saudi Arabia of electronic purchasing and payment is still a

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significantly smaller market compared to other regional markets [11-13] and this study aims to close this gap. Developing countries encounter cultural and social obstacles when transferring technology into practice [14]. This research considers the influence of culture when assessing the acceptance and usage of m-transaction in Saudi Arabia.

On the other hand, the literature review reveals that there is a notable shortage of research exploring and investigating the factors influencing the intention/use of m-transaction in general [6, 15], and especially in Saudi Arabia [1, 8]. This study therefore aims to contribute to closing this gap.

With regards to other research about m-transaction in different countries, the researchers tried to summarise a number of studies as follows:

TABLE I. A NUMBER OF M-TRANSACTION RESEARCH FINDINGS

Literature Country

Factors affecting

intention/using m-

transaction

The

analysis

supported

the factors

[3] China

Subjective Influence Yes

Personal Innovativeness Yes

Perceived Risk Yes

Perceived Fee No

Compatibility Yes

Relative advantage Yes

[10] Korea Ease of use Yes

Usefulness Yes

[15] Germany

Perceived compatibility Yes

Attitude towards use Yes

Individual mobility Yes

[16] Auckland Perceived Ease of use Yes

Perceived Usefulness Yes

III. RESEARCH METHODOLOGY

A. Choice of Methodology and Participant Recruitment

In terms of explorative studies, focus group interviews have been suggested as a suitable method [17] and previous research has highlighted their feasibility and capability in studying innovative mobile transactions [5, 18]. The strength of the focus group interview method is that it is dynamic and interactive, so it has the ability to provide researchers with elaborated perspectives of the participants on the topic under discussion; it has been considered an especially informative way of developing a research model in a new research area [5, 19]. For the focus group members to interact successfully and work dynamically as a group, a number of important criteria need to be met in the selection of members. Stewart and Shamdasani (1990, p. 33) note that “the usefulness and validity of focus group data are affected by the extent to which participants feel comfortable about openly communicating their ideas, views or opinions” [cited in 5]. Groups that have formed naturally have proved to be particularly relaxed, thus easing the conversations amongst the participants [20]. As a result, in order to guarantee a proper discussion and interaction throughout the sessions, a naturally formed group was selected

for this study with a total of 8 mobile experts. The participants know each other as classmates, friends, co-workers or via a common hobby. Experience in online purchasing and using a mobile phone that has internet access were two factors estimated to be necessary in order for the participants to be able to discuss the presenting topic. According to Krueger and Casey [21] the recommended size for a focus group ranges from 4 to 12. Therefore, 8 participants were involved in this study. The majority were postgraduate university students, and most of the participants (6 out 8) had experience in mobile transactions. For more demographic details please see Table 1.

TABLE II. SUMMARY OF RESPONDENTS‟ DEMOGRAPHIC DATA

Education Level

Frequency Percentage

Masters 8 100.0

Years of Online Purchasing Experience

Frequency Percentage

4 - 6 5 62.5

10+ 3 37.5

Total 8 100.0

Years of Mobile Use

Frequency Percentage

1 - 3 2 25.0

7 - 9 1 12.5

10+ 5 62.5

Total 8 100.0

Experience of M-Transaction

Frequency Percentage

Yes 6 75.0

No 2 25.0

Total 8 100.0

Years of Mobile Use

Frequency Percentage

None 2 25.0

1 - 3 4 50.0

4 - 6 2 25.0

Total 8 100.0

B. Study Protocol

All the results from the previous studies by the authors [7, 8] were examined in this study group. The results relevant to e-commerce include: internet infrastructure, security, fraud and hacking, trust, cyber-law, awareness and perceived usefulness (PU), postal services, government e-readiness, resistance to change, e-commercial online presence, telecom charges (cost), tangibility, warranty, trial and experience. The results relevant to m-transaction include: usability, security, hacking and fraud, wireless and telecommunication infrastructure, awareness, usefulness, trust, cost, promotion and telecom charges, cyber-law, payment gateway/payment methods, postal services, Arabic language support, government e-readiness and privacy. In order to guarantee the best outcome in this study, a number of procedures were adopted. To ensure anonymity and to meet Ethics Committee requirements, the participants were named F1, F2 … F8. The way the focus group interview was designed and conducted was based on Krueger [21, 22] guidance which

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includes building the questions, choosing the moderator, running the interview and analysing the results. To ensure clarity and ease of understanding, the interview questions were piloted with three experts in conducting exploratory studies and interviewing. Simple modifications were highlighted and the interview documents where updated accordingly. The interview lasted for about 1 hour and 15 minutes; refreshments were offered to the participants as a mark of appreciation.

IV. ANALYSIS AND RESULT

A. Analysis of the Focus Group (FG)

The results that emerged from the discussion in this group are organised into 11 key factors which are: ease of use, visual appeal, navigational structure, ICT infrastructure, usefulness, cost, government m-readiness, social influence, security, trust, and culture. Other aspects were mentioned in the discussion, such as: awareness, payment gateway, m-commerce diffusion, etc., but these concepts were considered as insignificant or irrelevant by the participants during the discussion.

B. Building the conceptual framework

As mentioned earlier one of the aims of this study is to help to build a conceptual framework for m-transaction acceptance in Saudi Arabia from a user perspective. This conceptual framework is introduced via various stages of research as follows:

Phase (1): In the early stage of the research, the researchers aimed to review the relevant literature to build a proper background and a robust ground from which the research could be started. This included human behaviour, technology acceptance theories, e-commerce and m-transaction, and the vision of scholars and industry representatives envisioning e-commerce as the first wave of mobile commerce [6, 9, 23, 24]. Furthermore, while the diffusion and utilization of e-commerce has grown dramatically in the developed countries, the proliferation of e-commerce in developing countries has fallen far below expectations.

Fig. 1. A summary of the studies‟ results and the developed conceptual framework

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Phase (2): In this phase, an exploratory study in e-commerce was conducted in Saudi Arabia. The main aim of this study was to investigate the main factors that play a role in the adoption of e-commerce from a consumer‟s perceptive. A „grounded theory‟ methodology was used to collect and analyse the data. Semi-structured interviews were conducted with Saudi residents to elicit their opinions about e-commerce enablers and disablers in Saudi Arabia. The reason for using a qualitative method in this research was that it enabled the researchers to reach deeper into the experience of the participants, and to find out how opinions and habits were shaped culturally in order to discover the relevant variables. The results of this study are summarized in Fig. 1. In this phase of the research, a prototype of the conceptual framework was developed. However, this prototype needed to be mature, robust and more focused on m-transaction. In the third stage (phase 3) a similar study was therefore conducted, using a method similar to phase 2 but focusing more specifically on the use of mobile services and particularly of m-transaction.

Phase (3): The overall aim of this phase was to investigate the key factors that affect the adoption and intention of using m-transaction from the consumer‟s perspective, and thus to enhance and improve the developed framework that encompasses and categorizes the influential factors of m-transaction. The results of this study are presented in Fig. 1. This stage was to be followed by another qualitative study (phase 4), which is a Focus Group (FG) method.

Phase (4): The phase described in this paper is the work with the focus group. Briefly, it aimed to discuss and analyse the results of the previous studies and identify the most important elements to be considered in the framework for the final stage of the study. The result of this phase is the focus of this paper.

V. DISCUSSION

A. Considered Factors

What follows is a brief description of the 9 factors that the participants in the focus group believed to be important and could significantly influence the decision to use m-transaction in a country such as Saudi Arabia.

1) Ease of Use In their discussions for this study, the participants were

concerned, on one hand, to emphasize the significance of ease of use for any transaction being conducted via a mobile device, highlighting this as an important incentive to using m-transaction.

In contrast, any difficulty or complexity may lead users to avoid using m-transaction. Some of the participants‟ statements supporting the above summary: “People nowadays have access to mobile devices more than PCs and the ease of use is important to use mobile transaction, whether as a mobile website or a mobile application, this will play as a real incentive.” [F1]. This in line with the research findings [25, 26].

2) Navigational Structure The navigational structure and whether the information

presenting is logical are also important for conducting a transaction. Another issue, for example, is filling the forms that originally designed for normal screen and not the limited screen space such as the ones in smart phones. As per the participants‟ arguments it clear that, the why is how logically or intuitively information is arranged on a mobile website/application is can significantly affect the decision to use m-transaction. “One of the reasons that people may not prefer to use m-transaction is being hard to use and the navigation and the functionalities will be limited and, therefore, it will affect the decision of using it” [F7]. “There are a problems in browsing websites that was developed for normal PC screen in the first place, these websites are hard to deal with and to interact with” [F6]. This complies with Vance, Elie-Dit-Cosaque [26] and Venkatesh, Ramesh [27].

3) Visual Appeal Aspects like the visual appeal of the medium, such as the

look, attractiveness and the graphics and even the layout of the mobile website or application should play a significant role in the decision of using m-transaction, the participants believed. “There are companies have problem in their website while using a transaction, it doesn‟t look right in their website via a mobile device as it always meant for the normal PC screens” [F3]. “in mobile devices usually you find the design or the layout is not well designed and unattractive and even the graphics you find them bigger than the screen itself.” [F4].

4) ICT Infrastructure The participants were concerned about the quality of the

ICT infrastructure and its ability to keep pace with the revolution in handheld device technology. They criticized the absence of the network reception/coverage in some places (e.g. small towns and villages). Some of the participants expressed their view that poor infrastructure can easily prevent the use of m-transactions in Saudi Arabia. Others showed that ICT infrastructure is considered to be a crucial element in the success of electronic transactions. Some of the participants‟ statements supporting the summary above: “Regrettably, there is a poor infrastructure for mobile technology in Saudi Arabia. In some places there is completely no reception/coverage and even other places don‟t have a landline service” [F5]. “In our city there is no 3G coverage.” [F4]. “We do have a good coverage in our city, I think in the main cities there is no problem with networks, however, other cities and villages may have a serious problem with network infrastructure.” [F6]. This actually in line with the research outcomes in the context of developing countries, several studies have highlighted the major influence of the quality of the infrastructure as a determinant of electronic transactions adoption [13, 28, 29].

5) Usefulness Participants recognised that the added value of using m-

transaction is tremendous and noteworthy. The distinctive characteristics and capabilities of handheld devices give them some unique advantages as compared to a normal PC. Mobile devices have qualities such as ubiquity, convenient access and round-the-clock availability. Participants also highlighted that the usefulness of using m-transaction is especially clear in a

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country such as Saudi Arabia, for example, because of its wide geographic area. From the analysis of this focus group, there is evidence to illustrate that usefulness can affect users‟ intention to use m-transaction. Some of the participants‟ statements supporting the above summary: “In a country like Saudi Arabia, the value and the advantageous of using M-transaction have greater importance. It cost you a whole day just to visit a shop and purchase something you need. I‟m willing to pay slightly higher price in order to avoid traveling such a distance.” [F2]. With regards to Saudi Arabia, using M-transaction has great benefits, for example avoiding the crowded traffic from the first place.” [F4]. “Using M-transaction will save me money, instead of going to the physical shops, I just purchase online and it comes to my door the next day, also I‟ll have more choices online.” [F7]. This factor complies with the Technology Acceptance Model (TAM) (i.e. perceived usefulness) [30] and Diffusion of Innovation (DOI) (i.e. relative advantage) [31].

6) Cost All participants largely agreed that cost plays a significant

role in determining the use of m-transaction. To encourage the use of m-transaction, it was thought, the Saudi telecom and internet service providers should offer their services at reasonable prices in order to tempt the customers. The cost of the service to users can play an important role in their decision whether or not to use/subscribe to the service. Statements from the participated individuals: “certainly it‟s not cheap, because you need first to subscribe to service provider to get the internet whether at home or via the mobile devices, usually the internet services are expensive and I assume it will be more expensive via mobile devices, so I rather avoid it.” [F1]. “I‟m thinking about relatives and my family, I remember one of my closed relatives who bought dresses online, there are differences in price between Saudi and overseas, the clothes with global brand are more expensive in Saudi” [F5]. “From my experience, the price level to access the internet via mobile devices is very high, especially when you using Pay as You Go SIM card.” [F5]. This is in line with the research findings, that it is essential to offer the services of a technology innovation at reasonable level, in order to be accepted or to used [32, 33].

7) Government M-Readiness The participants similarly explained that government will

always play a significant role in the take-up of m-transaction and how widely that take-up spreads over the country. They highlighted the role the government can play even in providing strong motivation for people to learn and accept new technologies. Furthermore, they agreed that the government can facilitate the provision of the essential requirements for the development of electronic transaction, such as providing robust secure online payment options, ensuring a solid Information Communication Technology (ICT) infrastructure, providing educational programmes and building up awareness using different means such as media and education institutions. Interpreting the above responses, it is clear that government m-readiness affects the intention of consumers in Saudi Arabia to use m-transactions.

A number of the participant‟s statements: “If the government would support it, I believe this support will be considered as one of the important factors to help the diffusion

of M-transaction, because all the organizations and institutions will always follow the government.” [F4]. “With the support of the government, the use of M-transaction will be better and more secure and more people will be aware of it.” [F5]. “One example is “Hafiz” programme, which is a national programme to support unemployment people by the government, I knew people who only learned how to use the internet just to apply to “Hafiz”.” [F6]. This is in line with a finding of recent study conduct in Saudi Arabia investigating the acceptance of electronic transaction [34].

8) Social influence The participants highlighted clearly that social influence

can play a dominant role in the acceptance and usage of m-transaction in Saudi Arabia. They agreed that social influence is postulated to have a positively direct effect on intention to use mobile services. This relationship is in line with the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB), and the argument for the direct effect on intention to use is that consumers can use a technology on the basis of social pressure alone (even though their attitude toward using the technology can be neutral or negative) [35]. Some of the participants‟ statements: “Our society is evolving quickly; it is too easy for people to adopt a technology innovation once they know that a group of people is already using it. We don‟t like to discover by ourselves, we always learn it from other people.” [F7]. “For example the social network, we ranked on the top of the world percentage of adopting social networks because people have storing relationships amongst each other and will be always influenced by others.” [F6]. “In order to trust a website we rely on the word of mouth.” [F4].

9) Security The participants agreed unanimously that security provision

is important in almost all business fields and financial transactions. This becomes even more critical when it comes to electronic transactions and, in particular, m-transactions. Furthermore, fraud and theft are major factors that discourage customers from using electronic and m-transactions. The participants agreed that consumers need to believe that the system they are using is highly protected from hacking and fraud. According to the analysis of this group, secure connection and security are critical in electronic transactions. Security is strong enough reason for a user to shop or conduct a transaction elsewhere if they are not confident of having a secure connection. Some of the participants‟ statements: “Security is always a concern and not all companies are secure. I rather conduct transaction with companies like PayPal and Amazon just because I‟m sure they are secure enough.” [F1]. “It seems that Transaction via normal PC considered more secure, yet we don‟t use because the security fear, so M-transaction is out of the question.” [F5]. “Security in conducting M-transaction is more apprehensive than the normal PCs, because M-transaction is via wireless and it can be hacked from anyone.” [F6]. This factor is consistent with Goeke and Pousttchi [36] who found security is a significant factor for using mobile payment.

10) Trust The participants in the group expressed concern that the

buyer must be able to trust the seller. They explained that if trusted companies offer the services through m-transaction,

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then they would happily use their services. However, when they feel that a company is not fully trustworthy they would prefer to turn to another company. In addition, the evidence indicates that companies should show that they are trustworthy so Saudi users will be motivated to use their services. A number of the participants‟ statements: “Even if we were convinced of the idea of M-transaction, there is still a lack of trust issue in M-transaction; there are no companies that I‟m aware of, that I really can trust.” [F7]. “Once good companies which provide services and can be trusted existed, then it will be spread easily.” [F4]. “The problem in our society is that there is no trust, we always afraid that the seller may deceive you as a buyer.” [F3]. This in line with research that found trust has an effect on the use of mobile payments [37].

11) Culture The participants agreed that culture is a powerful detriment

factor in a uniquely cultural country similar to Saudi Arabia. The showed that culture can greatly impact a Saudi user‟s decision to accept a technological innovation. This was confirmed through other research findings showing that much of the technology designed and produced in industrialized countries is culturally biased in favour of their social and cultural systems; consequently, developing countries encounter cultural and social obstacles when transferring technology into practice [14]. Some of the participants‟ statements: “Culture is a concern in a country like Saudi Arabia, for example I don‟t want the postman to knock my house door while I‟m away.” [F4]. “I think the culture of our community/society dominates or control the way we deal with any new technology innovation.” [F2]. “The matter is the social impact, it is the culture we have, in our culture we need to be sure that we can trust the seller so we can conduct a transaction.” [F1]. This was confirmed with other research findings, that much of the technology designed and produced in industrialized countries is culturally-biased in favour of their social and cultural systems; consequently, developing countries encounter cultural and social obstacles when transferring technology into practice [14].

B. Unconsidered Factors

There were 11 factors that the focus group discussion and analysis revealed to be irrelevant or insignificant with regard to the use of m-transaction in Saudi Arabia. These factors are: cyber-law, postal services, payment gateway, awareness, Arabic language, e-commerce presence, warranty, privacy, trial and experience, resistance to change, and tangibility. Most of the time the participants disagreed about the importance of the factor under discussion, or they just ignored it in discussion. For example, the participants agreed that there is no need to worry about awareness, payment gateway, cyber-law, e-commerce presence and resistance to change, as Saudi has an extraordinarily high level of mobile device penetration compared to the rest of the world. Furthermore, there is a payment gateway solution that already available in Saudi Arabia, SADAD, and people are aware of it. Furthermore, SADAD is bilingual (Arabic and English); it provides privacy and people have already tried and experienced it. On postal services, participants showed that this was not a problem because it is a matter of culture: once people agreed to have it, companies will be very quick to develop the services required. However, other research has given weight to some of these

factors. See discussions on: cyber-law, awareness [29, 38]; e-commerce presence [33]; postal services [39]; privacy, warranty, Arabic language and payment gateway [12]; resistance to change [29]; trial and experience and tangibility [40].

VI. CONCLUSION AND FUTURE WORK

The results and the analysis in this study have helped to develop the conceptual framework of the intention to use m-transaction. The study has also helped by contributing to filling in the gap in investigations into m-transaction in Saudi Arabia. The outcome and the developed framework of this research will be of particular interest to industry and some other parties, such as telecommunication and mobile service providers, who may wish to target investment into mobile commerce in general and m-transaction in particular. The government can benefit from this research in its future plans and strategies to better support and provide the necessary infrastructure for the development of m-transaction. The findings of this research will help the market stakeholders to better understand their potential customers‟ needs and concerns about m-transaction, so as to address them in their planning of future service provision to guarantee its success.

Furthermore, designers/evaluators and website owners aiming to design, develop, and evaluate m-commerce websites for Saudi markets will greatly benefit from the results and recommendations of this research. However, the conceptual framework developed here needs to be tested against Saudi users with a larger number of users in Saudi cities. The authors are planning in the near feature to conduct a study to test the effect of these factors and to identify the strength of relationships in this framework.

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