Personality Traits as Predictor of M-Payment Systems: A SEM-Neural Networks Approach

Mobilephoneshave led toagreat revolutionofmodern society,helpful formanybusinesses to reorienttheirsalesmethodstowardseffectivecommercialformats.Them-payment,forinstance,as anemergenttechnologytothesenovelcommercialsetups,isnowundertakingtheadoptionprocess. Individualusersareknowntovaryintheirtendencytoacceptnewtechnologies.Notsurprisingly,some conceptualmodelsdescribehowandwhyindividualsusem-payments.Untilrecently,however,the roleofpersonalityinoverall,andthebigfivemodelofpersonality,inparticular,hadremainedmostly unexplored.Thisarticleaimstoascertaintheimpactofpersonalitytraitsonm-paymentadoption.Data werecollectedfrom323m-paymentcustomersandanalyzedusingatwo-stepresearchmethodology. SEMwasappliedtotestthehypothesis,andsignificantantecedentsofm-paymentwereidentified. Nextsignificantpersonalityfactorswereinputtoaneuralnetworkmodelforranking.Theresults showedthatconscientiousandagreeablenessisthetwomainpredictorsofm-paymentadoption. KEywORdS Agreeableness, Artificial Neural Networks, Conscientiousness, Extraversion, M-Commerce, Mobile Payment, Neuroticism, Openness to Experience, Personality Traits, SEM

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