TY - JOUR ID - 81602 TI - Designing a framework for deploying mobile payments in Iran: A behavioral approach JO - Organizational Culture Management JA - JOMC LA - en SN - 2423-6942 AU - Jafari, Seyed Mohammadbagher AU - Kordnaeij, Asadollah AU - Soltanee, Morteza AU - Safaee, Maryam AD - Department of Management , Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom, Iran AD - Department of Management, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran AD - Faculty of Management and Accounting, University of Tehran, College of Farabi, Qom, Iran Y1 - 2023 PY - 2023 VL - 21 IS - 2 SP - 139 EP - 154 KW - Deployment Framework design KW - Grounded theory KW - Mobile Payment KW - System deployment DO - 10.22059/jomc.2021.318199.1008223 N2 - Despite the significance of mobile payments, research in this domain is still in its early stages. The objective of this study is to develop a framework for implementing mobile payment in Iran, using a behavioral approach. This qualitative research employed grounded theory methodology. Data was collected through interviews with 19 experts from the first mobile company in Tehran. The validity and reliability of the data collection tool (interview protocol) were assessed using formal and content validity approaches, as well as inter-coder agreement evaluation. Data analysis followed the procedures of grounded theory, including open, axial, and selective coding stages. The study results not only identify the stakeholders of the payment system but also provide a clearer conceptualization and outline various strategic aspects for its establishment. Moreover, the study identifies functions and subsequent consequences of implementing a mobile payment system within the macro environment, suggesting activities such as cultural context development, enhancing user experience, improving revenue models (fees), and personalizing services to strengthen the deployment framework. Overall, these findings offer researchers a basis for investigating more detailed and specific models within a macro and dispersed framework. Furthermore, it enables market participants to consider the diverse steps involved in establishing such systems in their respective fields and estimate potential outcomes. UR - https://jomc.ut.ac.ir/article_81602.html L1 - https://jomc.ut.ac.ir/article_81602_97ffdf5599431fc0e50440f812ea6912.pdf ER -