Document Type : Research Article
Authors
1
Associate Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran
2
Professor, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
3
Assistant Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran
4
Ph.D. Student,, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran
Abstract
Despite the importance of mobile payments, research in this area is still in its infancy. The purpose of this study is to design a framework for deploying mobile payment in Iran with a behavioral approach. This study was a qualitative research using grounded theory. In order to collect data, 19 experts active in the first mobile company in Tehran were interviewed. The validity and reliability of the data collection tool (interview protocol) is also supported by the formal and content validity approach as well as the evaluation of the agreement between the two coders. Data analysis was performed according to the procedure of foundation data theory in three stages of open, axial and selective coding. The results of this study, in addition to identifying the stakeholders of the payment system, provide a clearer concept of it and describe various strategic aspects for its establishment. This study has also identified the functions and consequently the consequences of establishing a mobile payment system in its macro environment, and proposes cultural context building, enhancing the user experience, improving revenue models (fees), and personalizing services to strengthen the deployment framework. In general, these findings provide researchers with a tool based on which they can examine more detailed and specific models in a macro and sparse framework. In addition, it enables business market participants to consider the various steps taken to establish such systems in their particular field and to estimate the possible consequences.
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