Hypotheses testing – specific indirect effects.

The study aims to investigate factors influencing Apple Pay adoption, focusing on lifestyle congruence, perceived security, perceived trust, perceived financial control, ease of use, and relative advantage. By applying the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) theory, it seeks to understand these factors’ contributions to user perception and adoption, providing insights into user behavior and enhancing the effectiveness of digital payment solutions. A survey approach was employed, combining stratified random sampling and convenience sampling to collect data from major cities in Saudi Arabia, targeting Apple-pay users. The survey was distributed online via social media platforms. Data from 221 valid responses were analyzed using partial least squares structural equation modeling. The study revealed that the model explains 62.2% of the variance in the intention to use Apple Pay. Key findings include significant impacts of perceived financial control, relative advantage, perceived security, perceived trust, and ease of use on the intention to use Apple Pay. Lifestyle congruence and ease of use influenced usage intentions but not perceived relative advantage. These results underscore the importance of security, trust, and ease of use in driving Apple Pay adoption. The multi-group analysis findings indicate that younger users prioritize security and lifestyle congruence, while females value financial control and lifestyle fit, and males emphasize security and trust in their Apple Pay adoption decisions. This study uniquely integrates the DOI theory and TAM to examine Apple Pay adoption, highlighting the critical roles of perceived financial control, security, and trust. It expands traditional TAM by incorporating financial control, emphasizes security’s impact on trust, and introduces lifestyle congruence as a significant adoption driver. This comprehensive framework provides valuable insights for digital payment adoption.

本研究旨在探究影响Apple Pay（苹果支付）采纳的各类因素，重点关注生活方式契合度、感知安全性、感知信任度、感知财务控制权、感知易用性以及相对优势。本研究融合技术接受模型（Technology Acceptance Model, TAM）与创新扩散理论（Diffusion of Innovation, DOI），旨在厘清上述因素对用户感知与采纳行为的贡献度，从而深化对用户行为的理解，并提升数字支付解决方案的推广效能。本研究采用问卷调查法，结合分层随机抽样与便利抽样两种方式，以沙特阿拉伯主要城市的苹果支付用户为调研对象，通过社交媒体平台线上发放问卷。最终回收有效问卷221份，采用偏最小二乘结构方程模型（partial least squares structural equation modeling, PLS-SEM）对数据进行分析。本研究结果显示，该模型可解释苹果支付使用意向62.2%的方差。核心研究结果表明，感知财务控制权、相对优势、感知安全性、感知信任度及感知易用性，均对苹果支付使用意向存在显著正向影响。生活方式契合度与感知易用性会作用于使用意向，但未对感知相对优势产生影响。上述结果凸显了安全性、信任度与易用性在推动苹果支付采纳过程中的重要性。多群组分析结果显示，年轻群体更看重安全性与生活方式契合度，女性用户更重视财务控制权与生活方式适配性，而男性用户在苹果支付采纳决策中则更关注安全性与信任度。本研究首次将创新扩散理论与技术接受模型相结合，用于探究苹果支付的采纳行为，凸显了感知财务控制权、安全性与信任度的关键作用。本研究在传统技术接受模型基础上新增了财务控制权维度，强调了安全性对信任度的影响，并引入生活方式契合度作为重要的采纳驱动因素。这一综合性分析框架为数字支付的用户采纳研究提供了极具价值的参考视角。