Peters, Samantha
(2022)
The Difference in Adoption of Apple Pay in the United States Compared to the United Kingdom, Discovered Using the TAM and UTAUT Technology Adoption Models: A Connection Between Technology Advancement and Cultural Dimensions.
[Dissertation (University of Nottingham only)]
Abstract
The goals of this paper are to compare U.S. and UK technology adoption in the form of Apple Pay, discover if there are discrepancies in usage amongst similar demographics, and explain, through variable analysis and culture theory, why the possible disparity exists. One research problem is the difference in Apple Pay usage of developed countries who are not culturally distant. I intend to answer the questions, is there a difference in Apple Pay consumer adoption by the younger generation in the United States versus the United Kingdom? What variables from the TAM and UTAUT models impact the difference in the technological adoption of Apple Pay? Does Hofstede’s theoretical cultural framework support or explain the results? To answer these, I used a mixed method approach. 55 subjects answered a prominently 7-point Likert scale survey, which was used to gather quantitative data to prove and understand the phenomena. Then, I interviewed Apple Pay expert, Eric Peters, to implement his responses as a quantitative explanation for the results. Hofstede’s cultural dimensions were applied as theoretical answers, as well. It was confirmed those in the UK use Apple Pay at a much higher level than those in the U.S., who still prominently prefer card. Meaning, young Americans are less likely to adopt Apple Pay than young British people because of the perceived ease, usefulness, behavioral intention and trustworthiness of a card or cash. While almost each variable impacted technology adoption, behavioral intention proved the most significant. Mr. Peters’ expert insight brought to light to why each variable impacted adoption, or hesitancy, especially when paired with Hofstede’s cultural dimensions. The data collected on the variables risk and trust signified the presence of uncertainty avoidance, providing logical answers to the interesting results. The implications of this study are vast in the international business realm and can influence global product expansion amongst eager, and reluctant, countries.
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