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E-payment
Factors affecting e-payment acceptance
acceptance by customers: an
empirical study in the Kingdom
of Bahrain
Thabet Albastaki Received 9 September 2022
Revised 6 October 2022
Payment Services Department, The BENEFIT Company, Manama, Bahrain Accepted 20 October 2022

Allam Hamdan
Department of Accounting, Finance and Banking,
College of Business and Finance, Ahlia University, Manama, Bahrain
Yousif Albastaki
Department of Management, Marketing and MIS,
College of Business and Finance, Ahlia University, Manama, Bahrain, and
Ali Bakir
Department of Business, University of Business and Technology, Jeddah, Saudi Arabia

Abstract
Purpose – Consumers frequently use electronic payments (e-payment) as their first step into formal
financial services. The advancement of information and communication technology, on the other hand, has
resulted in several achievements for human civilization, altering people’s lives, behaviors and societal
measures. This study’s main aim is to investigate issues and identify the factors that are likely to influence
customers’ acceptance of implementing e-payment in the Kingdom of Bahrain.
Design/methodology/approach – A quantitative research approach was adopted to test the influence of
e-payment data security, trust, ease of use, usefulness and accessibility on customers’ acceptance of the service. A
questionnaire survey was electronically administered to a purposive sample, and 531 responses were returned,
achieving the required sample size for the study. Descriptive statistics analysis was used to ascertain data
validity and consistency, and regression analysis was used to test the model’s hypotheses.
Findings – The findings of this study demonstrated a high influence of the mentioned factors on the e-
payment acceptance of the customers in the Kingdom of Bahrain. The main recommendations are to increase
the adoption of e-payment; focus highly on the security factor in e-payment adoption; create a trustworthy
e-payment service; strive to make the e-payment services more user-friendly; increase the longevity of the e-
payment services by focusing on usefulness; and make e-payment services more accessible.
Originality/value – This study’s potential contribution is to identify the factors that influence e-payment
acceptance by customers in Bahrain and draw attention to issues to be considered in adopting new e-payment
services.
Keywords E-payment, Data security, Trust, Ease of use, Usefulness, Accessibility,
E-payment acceptance, Kingdom of Bahrain
Paper type Research paper

1. Introduction Competitiveness Review: An

International Business Journal
Over the past decades, technology has evolved at a fast rate and been globally adopted and © Emerald Publishing Limited
1059-5422
integrated into all aspects of life, and because of the efficiency and problem-solving capacity DOI 10.1108/CR-09-2022-0133
CR it provides, we have become dependent on it. Financial services are one of the major
beneficiaries of technology (Adeosun et al., 2021) leading to the development of financial
technology (FinTech).
Since its inception, FinTech has improved and automated financial services’ deliveries
and usage and has provided innovative solutions to problems in the banking, insurance and
investment sectors (Chemmanur et al., 2020). Fintech strengthens the financial services of a
country and contributes to the country’s economic growth, thus demonstrating its
importance in modern society.
Fintech has provided multiple opportunities and facilities to banking customers,
particularly in payment and funds transfer. The new Fintech’s electronic payments (e-payment)
platforms transfer financial payments electronically, enabling users to transfer funds with
safety and security anytime and anywhere (Nadler et al., 2019). E-payment has been widely
adopted on a global scale; its acceptance and adoption have been fueled by two technological
advances: the ability to securely digitize online transactions and the increased use of computers
and mobile devices, which enable customers to conduct payments and fund transfers whenever
it is convenient (Nadler et al., 2019). Market surveys show that customer acceptance of
e-payments is increasing, many are dependent on it, and some customers walk away from a
purchase if no e-payment method is available (Sidek, 2015). Over the past two decades, the
Kingdom of Bahrain has taken significant steps to modernize the payment services
infrastructure and has adopted e-payment to further develop the Kingdom’s banking services
and financial sector. Recently, acceptance of e-payment customers has shown growth in the
Kingdom. This research will study the factors that influence customer acceptance of these
technologies in the Kingdom. This research study used a quantitative research methodology in
the form of an online questionnaire survey, which was distributed to a practical and
representative cross-section of e-payment customers. The total number of subjects was 531.
Validity and consistency of the data were tested using descriptive analysis, while the model’s
hypotheses were put to the test via regression analysis. Customer adoption of E-payments in
the Kingdom of Bahrain was shown to be significantly influenced by factors like data security,
trust, ease of use, utility and accessibility.
E-payments have become critical for the further development of a country’s financial
services, businesses and consumers. The popularity of e-payments derives from its
reliability, security, conveniency, acceptability, anonymity, efficiency, scalability and privacy
(Sidek, 2015). E-payment customer adoption and acceptance in the Kingdom has further
increased during the recent COVID-19 pandemic. The Kingdom is actively encouraging the
development of more FinTech enhancements, demonstrated, for example, in the recent
adoption of E-Cheque as a new e-payment instrument.
The literature shows many aspects of e-payment, its utilization, development and
customers’ perception of these relatively new services worldwide. However, in Bahrain,
where E-payment has recently started to occupy a large space in the financial sector, a
research gap appears to exist in our understanding of how the people of the Kingdom
perceive these financial services, especially the e-payment part of them.
Bahrain is considered a center for banking and financial services in the region (Bahrain
Economic Development Board). Its financial sector is well-developed with a diversity of
services, including retail banks, insurance companies, specialized banks, investment
advisors, securities brokers, finance companies, insurance brokers and money changers.
Customers of these financial institutions and their electronic services are the main factors
encouraging the usability and financial circulation of diverse payment methods. We hope
that this study will contribute to a better understanding of customers’ perceptions of
E-payment technologies and services in terms of e-payment data security, trust, ease of use,
usefulness and accessibility, leading to measuring the e-payment acceptance by customers E-payment
and thus identifying the key factors in adopting new or enhanced e-payment services. acceptance
2. Literature review
E-payment has been adopted on a large scale worldwide. Its acceptance and growth have
been led by two technological advances: The ability to securely digitize online transactions
and increase the use of computers and mobile devices that allow customers to conduct
payments and fund transfers whenever it is convenient (Nadler et al., 2019). Over the past two
decades in Bahrain, significant steps have been taken to modernize the payment services
infrastructure, as an important step to further developing Bahrain’s banking and financial
services sector. Customer acceptance of e-payment customer acceptance has shown
significant growth in Bahrain. However, an adequate understanding of the factors that
influence this growth is lacking in customer acceptance, hence the need for this study.

2.1 E-payment
E-payment plays an important role in the e-commerce in modern day society. On arrival, this
development forced organizations to switch from the traditional paper-based transactions to
electronic transactions; the e-payment systems (Kabir et al., 2015). With the e-payment
system’s introduction, individuals, businesses and governments were accepting and seeking
electronic payment solutions (Khan et al., 2017). As a result, e-payment systems continue to
rapidly change and evolve, providing convenience, speed and security in the process of
payments to individuals, businesses and governments (Odi and Richard, 2013; Premchand
and Choudhry, 2015). Although e-payment systems had faced an increase in the previous
years, in 2012 there was a decrease in their growth rate from 8.6% in 2011 to 7.7% in 2012
(Kabir et al., 2015). Since the first development and adoption of e-payment systems, there has
been an increase of 8.9% in 2014 for cashless transactions worth $387.3bn (Khan et al., 2017).
In 2015, the e-payment transactions increased by 10.1%, which resulted in $426.3bn worth
of transactions (Khan et al., 2017). E-payment has become a major facilitating instrument in
e-commerce, which businesses rely on, and as a result, efficiency and innovativeness were
much improved (Oladeji, 2014). Furthermore, e-payment systems enable financial
institutions to offer their customers a variety of electronic payment services and approaches.
Many forms of e-payment services are available in today’s business environment and public
sectors, such as payment cards and mobile payments, which have led to a high increase in
the adoption of e-payment systems (Kabir et al., 2015). Because of its user-friendly
technology and availability through multiple channels, e-payment has become a highly
accessible instrument for payment around the world. Customers must have a bank account
to access these services, which are conducted by a third party and an intermediary through
an ecosystem that is beneficial for the customers and organizations (Yang, 2017). However,
as a cashless based system, e-payment creates different types of risks than the traditional
cash-based payment, such as breach of security concerns between the individual customers
and the organizations which they do not have a full trust of the e-payment systems, because
they fear a security breach, financial risks occurring during the transaction process and
concerns over the technology vulnerabilities (Kabir et al., 2015; Yang, 2017).

2.2 Types of e-payment

There are several types of e-payment services that have been developed and adopted to
manage payments on a global scale. They include electronic funds transfer, electronic
payment cards, cheque payments, mobile payments, E-Banking, automated teller machines
CR (ATMs) and payment gateways (Khan et al., 2017; Jarollahi, 2013; Chipato, 2017; Oladejo and
Oluwaseun, 2015; Roozbahani et al., 2015).
2.2.1. E-payment cards. Credit, debit and prepaid cards are forms of e-payment. These
cards allow access to funds at the bank for the customer at any time and for instant
payments. These e-payment cards are made of plastic with a microchip that has access to
the person’s financial information. Instant payments for products and services can be made
directly through the banks. These cards have personal identification number (PIN) codes to
assure security and are supplied by the service provider. They process the money
transactions at a great speed due to the connectivity and storage of the needed information
on the cards (Naeem et al., 2020).
E-payment cards can be used online, known as “internet payment,” involving nonhuman
interactions between the payer and the payee. Satisfactory service delivery is dependent
not only on the traditional service provider, but also on online functionality that
provides a pleasant end-user experience. The internet is a key component in e-payment
(Oladejo and Oluwaseun, 2015).
E-payment cards can be used at the point of sale, which is an electronic payment system
used to handle the e-payment cards. It is a multifunctional and simple piece of equipment to
handle e-payment card transactions. It enables merchants to manage customers’ payments.
Studies have shown there is a high dependency on the point-of-sale method for electronic
transactions (Oladejo and Oluwaseun, 2015).
2.2.2 Credit cards. Credit cards allow customers to have access to the bank’s credit lines
and to make instant purchases on credit, which the customer will pay at a future date; this is
described as “buy now, pay later” (Bolt and Chakravorti, 2008). They are provided by
financial institutions to customers with the capability of managing payments through online
means. Credit cards are widely used and one of the most widely used e-payment systems;
they are typically used for larger payments than the customer is used to (Naeem et al., 2020).
While in the early stages, the acceptance of credit cards was low due to security concerns,
with time the customers’ trust was earned due to extra security features in payment
transactions. The credit card’s applicability factor contributed the most to its extensive
global use. However, it was not considered appropriate for small payments due to the large
fees associated with its usage (Paunov and Vickery, 2006). The major advantages of a credit
card are its ease of use, which provides accessibility for making transactions instantly
anywhere and the ease of obtaining a card. The card holder authentication simply consists
of providing the card holder’s name, card number and expiry date. The credit card
companies have developed complementary systems such as MasterCard Secure Code and
Verified by Visa, providing security of the customers’ personal information (Khan et al.,
2017).
2.2.3 Debit cards. Debit cards allow customers direct access to their bank accounts and
the ability to pay directly from their own funds; they are referred to as pay now cards
(Bolt and Chakravorti, 2008). Debit cards are dominantly used as an e-payment method; they
manage direct account funding online, at ATMs and at points of sale and can be used online
and offline (Naeem et al., 2020). As a cashless payment method, debit cards have become one
of the main methods of payment around the globe (Khan et al., 2017). Unlike credit cards,
using debit cards, one can make payments from one’s own personal bank account without
using an intermediary account. However, debit cards have security concerns, and handling
payment disputes is usually quite a challenge. Debit cards are widely used around the world
but not as much on online websites due to the security concerns and difficulty of use on an
international level (Paunov and Vickery, 2006). Also, because the associated cost of using a
debit card is relatively low compared to a credit card, making it more practical for constant E-payment
micropayments (Khan et al., 2017). acceptance
2.2.4 Prepaid cards. Prepaid cards allow customers to have access to funds that have
been transferred to the card itself by the customer, and the funds and information will be
stored within the card’s chip with no connection to any account. They are described as pay
before cards, because the customer can pay the amount directly to the card before using
that fund for any purchases (Bolt and Chakravorti, 2008). Prepaid cards can be used
for immediate payments; the customer is provided with a PIN to conduct payments for
point-of-sale and for internet purchases (Naeem et al., 2020).
2.2.5 Electronic funds transfer. An electronic fund transfer is a type of e-payment
where a fund is transferred from one account to another through an electronic structure
(Bedia and Malik, 2016; Mbuguah and Karume, 2013). It is a financial obligation between
individuals that must be sent electronically at the same bank or between different banks. It
is a fast process of payment under the customer’s control as a payer sends payments to the
beneficiary (Bedia and Malik, 2016). It can be a credit transfer, where a customer instructs
their bank to deduct a specific amount from their account and transfer it to another account
within the same financial institution or in another financial institution. It can also be a debit
transfer where the customer requests to have an amount of money added to their account by
receiving it from the payer, according to a previous agreement between the beneficiary and
the payer (Kendall et al., 2012; Bedia and Malik, 2016).
Researchers found the electronic fund transfer system minimizes costs in many ways:
it is effortless and instant money transfer; and it is cheaper for the bank to outsource
handling the funds transfer, reducing investment in the physical fund transfer
infrastructure (Kendall et al., 2012). Some studies reported a significant decrease in physical
cheques usage (Bedia and Malik, 2016).
Studies have also shown that customers perceive electronic fund transfers as risky in
specific situations, such as direct debits, where automatic transfer may be very inconvenient
for the customer (Bedia and Malik, 2016); a legal risk when money is transferred with no
intention, particularly in the absence of a specific regulation for such a scenario; a credit risk
when the other party failed to honor their obligation; a liquid risk where the other party will
not fulfil their obligation to pay on time; operational risk where a human error may accrue in
sending funds and fraud attempts within the service nature; A systematic risk where a
customer fails to fulfil their obligations in transferring funds, leading to a chain reaction;
and a reputational risk where a customer loses trust in the e-payment system’s reliability
and efficiency (Mbuguah and Karume, 2013).
The banks manage the electronic fund transfers through a clearing house, which is
done through a real-time gross settlement (RTGS) system, where the money transfer from
one bank to another happens in real time and on a gross basis. Payments processes through
the RTGS system are controlled and managed by Central banks, where all the banks’
transactions are handled (Chipato, 2017), and cannot be revoked.
Mobile payments and mobile wallets are alternative e-payment methods where
customers use their mobile devices to manage their payments and fund transfers. Mobile
payment can be used for physical and digital products and services. Mobile payments can
be made through funds transfer payments, direct mobile billing, mobile online payments
and contactless payments. Mobile banking payments allow customers to access their
accounts and their e-payments cards (Oladejo and Oluwaseun, 2015).
Transactions that are made through wireless devices such as laptops and mobile phones
are e-payment methods that offer transaction cost reduction, increased convenience and
increased security (Hoofnagle et al., 2012). The mobile payment system witnessed a
CR remarkable growth; it was integrated hugely into the telecommunication infrastructure,
particularly in mobile devices (Khan et al., 2017). Mobile payments are seen as a practical
way for online payments and for offline micropayments; its large customer base attracted
online traders to the service (Hoofnagle et al., 2012).
A smartphone may function as a digital wallet, consisting of e-payment cards, electronic
fund transfers and digital receipts (Doan, 2014). Digital wallets function by installing an
application on the smartphone to enable customers to manage online and offline e-payments.
They are a convenient way of managing e-payments with contactless service and QR
scanning service (Husson, 2015).
Acceptance of mobile banking payments has been increasing rapidly, and statistics show
trillions of such payments globally. Important factors in mobile payment adoption are
mobility, cost, security, compatibility, convenience and usefulness (Tounekti et al., 2017).
2.2.6. E-banking. E-banking is an electronic channel for e-payment services, providing
growth opportunities and developments for the banking sector (Bhosale, 2013). E-Banking
offers customers access to banking services through an electronic channel (Shekhawat,
2016) and the internet. E-banking’s vital electronic channels include: the internet, ATMs,
mobile phones and electronic service machines. The service, provided 24 h a day, allows
customers to perform financial transactions at any time from any place (Roozbahani et al.,
2015). It provides multiple e-payment services to customers through the bank’s website with
lower cost and higher speed and no physical presence in the bank (Roozbahani et al., 2015;
Ahmad and Al-Zu’bi, 2011).
E-banking has also benefited the banks, it has decreased the cost of services, such as
requirements, transportation and employee costs. Furthermore, E-banking maximized the
bank’s revenue by providing premium-level services (Roozbahani et al., 2015). Banks
have increased investments in ATMs to decrease the cost of managing customers who are
dependent on branches (Ahmad and Al-Zu’bi, 2011). Acceptance of E-banking by customers
has increased, showing satisfaction with the service’s accessibility, convenience, privacy
and speed (Ahmad and Al-Zu’bi, 2011).
2.2.7 Cheques truncation. Cheque truncation is an e-payment method that processes
physical cheques on an image basis that is managed by a clearing system, replacing the
physical movement act of the cheques. It can transfer cheque payments within the bank or
between different banks through an electronic record of the cheque’s information and image.
Physical cheque are scanned, and the magnetic ink character recognition (MICR) provides
the system with the main information (Manoj, 2018), processing the cheques with ease and
speed; the MICR line contains the bank code, branch code, pay account and transaction code
(Menezes and Pinto, 2015). An e-cheque is an electronically issued cheques by the customer
that contains the characteristics of a traditional cheque. The bank manages the cheques by
using the truncation system, which is settled by the clearing house. The RTGS system
handles all the cheque payment transactions between the beneficiary bank and the pay bank
(Menezes and Pinto, 2015). The benefits of the truncation system include reduced processing
and clearing time, early fraud detection, reduced operation cost and increased efficiency
(Manoj, 2018; Menezes and Pinto, 2015). Its acceptance has increased due to the reliability,
high security, efficiency, time processing and legal power it withholds. However, some other
e-payment services have pulled some customers away from the cheque truncation
e-payment system due to the accessibility and ease of the other E-payment services (Manoj,
2018), ATMs are the most common e-payment methods. An ATM is a computer terminal
combined with a cash vault, allowing customers to withdraw their funds (Chipato, 2017). It
handles the customer identification by inserting the E-Payment card into the ATM and
inputting the PIN (Chipato, 2017; Oladejo and Oluwaseun, 2015). Customers can use the E-payment
ATM to transfer funds, deposits payments and view statements. acceptance
The acceptance of ATMs has been huge for decades, and it is increasing due to
accessibility, convenience and security. However, with the newer e-payment services, the
ATM has faced a decrease in use, and it has only become a necessary solution for cash
withdrawals and cash deposits in physical form.
2.2.8 Online payment gateway. Currently, online shopping has become one of the most
common types of shopping for customers and merchants. A payment gateway is an
intermediary link for the banking sector that manages payments (Jamdaade and
Champaneri, 2015). The e-payment gateway is a vital part of the online payment service,
that provides reliability and security for the customer and merchant (Krishan and Sharma,
2013). An e-payment gateway is a base infrastructure to provide a guaranteed payment with
full security and without hindering the transaction in anyway. It is all conducted by an
electronic system. The e-payment gateway is viewed as an access point to the national
banking system. The payment gateway handles every online transaction; it does that by
confirming the details of each payment in a secure manner. It is basically a channel that
routes payments’ details securely from a buyer to the bank for confirmation; after the
confirmation, the payment gateway sends the payment information to the seller to finalize
the payment (Khan et al., 2017). The e-payment gateway is widely used; it is a highly
acceptable form of e-payment that all types of customers benefit from. It is highly efficient,
decreases costs and is a user-friendly system.

2.3 Customer acceptance of e-payment

There is a wide acceptance of e-payment, and it is spreading widely (Lai, 2018), prompting
the need to identify the factors that affect its acceptance.
2.3.1 Data security. Data security is a crucial factor that influences customers’
acceptance of e-payment systems; it can be significantly weakened in cases of fraud
Ujala (2013). Security is viewed as mechanisms and procedures whose main purpose is to
decrease the vulnerability of the e-payments to external threats, as well as to ensure that the
data is kept private and the information source is authentic (Tounekti et al., 2017). Security,
as perceived by customers, is the safe management of conducting funds transfers and
payments that are done by the e-payment services. And because it is vital to internet
banking, procedures have been developed for internet security and data encryption
(Ahmad and Al-Zu’bi, 2011). Customer perception of data security implementation consists
of three phases: sale preparation, purchase and payment capture. Customers’ perceptions of
security indicate their worries and security needs; as such, customer acceptance has become
a major factor in measuring the e-payment system (Tounekti et al., 2017). Research shows
that the customer’s purchase decision process of purchasing through an e-payment service
is influenced by the customer satisfaction of the security of the chosen online shop. Ujala
(2013). A study conducted in Zambia found that customers’ perception of a bank’s security
reputation was a principal factor in their decision to choose and adopt the e-payment service
of the bank, (Mwiya et al., 2017). Similarly, another study undertaken in Malaysia in 2017
reported that security’s methodology, technology and practice contribute to customers’
acceptance of the security of the e-payment system. It was also discovered that three aspects
of e-payment security influence customer acceptance: the security system’s integrity,
confidentiality and availability (Khan et al., 2017). There is thus adequate evidence to
suggest that security has a major influence on accepting e-payment systems by the
customers, hence hypothesis H1:
CR H1. Data security has a significant influence on e-payment’s customer acceptance in the
Kingdom of Bahrain.
2.3.2 Trust. Trust of customers in e-payments is an important factor; lack of trust also
explains the usual initial customer resistance to any new technology. E-payment system
capabilities and security affect customers’ trust in the system and their intention to accept
and adopt it (Jarollahi, 2013). Trust is the level of certainty provided by e-payment in
conducting transactions, ensuring the security of personal information and demonstrating
that all e-payment functionalities are designed to fully protect the customers’ interests.
Trust’s characteristics include: data privacy, capacity to avoid errors and providing
confirmations of payments (Tounekti et al., 2017). A customer’s trust is thus earned when
the e-payment of a bank provides security, maintains expected functionality of the systems,
preserves the customer’s information and has the capability to provide strong services
without losing any transactions even in extreme situations such as blackouts (Roozbahani
et al., 2015; Sidek, 2015). Customers’ trust can diminish if the e-payment system fail in
operating in the expected way, if the e-payment system is an environment that encourages
frauds and if the personal data are not safe (Zmijewska et al., 2007). Research shows that
customers make their purchasing decisions based on the trust they have in the operation.
The existence of a risk factor is found to negatively affect trust, and that privacy and
security have an important role in decreasing the risk and increasing trust, and
consequently affect customers’ acceptance of an e-payment system. Another study
conducted in Iran viewed trust as the customer expectation that needs to be met by the e-
payment’ transaction processing system and that customers’ decision to use the system
derives from a personal trust built (Barkhordari et al., 2017). The study further reported that
trust is seemingly more important than just having security in influencing the customer’s
acceptance of an e-payment system. A similar study in Northern Cyprus found trust as vital
in maintaining a business relationship with the customer; it identified integrity and
visibility as two components of trust, and that trust can be earned through security
statements, technical protections and transaction procedures (Jarollahi, 2013). The study
therefore reported that trust in e-payment services has a significant positive influence on
their acceptance.
Research has thus established that trust has a major influence on whether customers
accept e-payment systems. This allows the following hypothesis to be proposed:

H2. Trust has a significant influence on e-payment customers’ acceptance in the

Kingdom of Bahrain.
2.3.3 Ease of use. Tapping into the customer experience, a new technology can be tailored to
provide maximum ease of use for customers. A complicated application will keep customers
away. The ease-of-use the acceptance of the e-payment system by customers can be a
deciding factor (Oladejo and Oluwaseun, 2015). Ease of use of e-payments covers ease of
access and ease of registration. The procedure and steps to conduct an e-payment should be
short and easy (Tounekti et al., 2017). Many studies have used the technology acceptance
model (TAM) to study the ease-of-use influence factor (Barkhordari et al., 2017). TAM refers
to the ease of use “as the degree to which the prospective adopter expects the new
technology adopted to be a free effort regarding its transfer and utilization” (Davis, 1989).
Ease of use in e-payment systems points to a technology that can be used without
complications and indicates the system’s capacity to produce the required results with
minimum effort; it also shows self-efficiency which the customer seeks (Chipato, 2017).
Research shows that to have a successful e-payment system, the system needs to be
designed from the perspective of the user to be accepted by customers (Tounekti et al., 2017), E-payment
that the system needs to be efficient and instrumental in terms of ease of use and increased acceptance
performance. A study in Malaysia suggested integrating e-payment systems with each
other to further enhance the ease-of-use factor (Lai, 2018). The integrated e-payment systems
that are in existence appear to enjoy wide acceptance among customers, especially the
m-payment, which created an opportunity for customers to use the e-payment services on
their mobile phones, further enhancing the ease-of-use factor. The study also indicated that
mobile phones’ M-Payment may integrate multiple e-payment services, all contributing to
the ease-of-use factor. The study further found that customers would rather have a single
platform for all e-payment services than have them separately. Such an integration, it is
suggested, would increase the productivity of the e-payment system, leading to a noticeable
enhancement in the ease-of-use factor and higher acceptance by customers (Lai, 2018). The
finding of another study in Zambia investigating the factors influencing e-banking adoption
(e-banking is a type of e-payment system) suggests that ease of use is not a factor that
directly determines whether the customer will use the e-payment system; rather, it is a
means that creates an attitude within the user toward using the e-payment system (Mwiya
et al., 2017). The finding further shows that if the e-payment system has a high level of ease,
it will have a positive effect on the customer and create a positive attitude toward using the
e-payment system. The study also indicates that customers perceive learning to use an
e-payment system as easy, and the e-payment service does not require a heavy mental effort.
Research has shown that customers are more likely to use e-payment systems if they are
easy to use. This means that the following can be said:

H3. Ease of use is a factor that has a significant influence on e-payment customer
acceptance in the Kingdom of Bahrain.
2.3.4 Usefulness. The usefulness of an e-payment system is about the extent to which it
can enhance the service experience of the customer in performing the required task
(Oladejo and Oluwaseun, 2015). Consequently, usefulness determines customer acceptance
of e-payment to conduct financial services in a more useful way. The acceptance level of
an e-payment system can be predicted through the customer’s view of how useful the
e-payment system is (Tounekti et al., 2017).
Usefulness is found to be a main determinant of the acceptance and use of any new
system (Ahmad and Al-Zu’bi, 2011). Studies adopting the TAM to investigate the usefulness
influence factor suggest that the use of any technology is determined by the intention and
behavior of the user and their perspective of the system (Barkhordari et al., 2017). It is
further suggested that the attitude of the users to accepting the new system is based on the
effect of the system on performance; they will embrace the system if they believe that it will
make their experience less difficult (Davis, 1989). Investigating adoption intentions of
Fintech services in China, a study reported that customers choose to accept the e-payment
service because they perceive that it will have a positive effect (Hu et al., 2019). The study
also found that usefulness can be determined by user data in-depth mining and user
knowledge map construction, and the attainment of financial knowledge and life expectancy
has a vital influence on the intention of e-payment adoption. The study further suggests that
Fintech’s ability to meet the customers’ service needs, save time and improve efficiency all
contribute to the usefulness of the e-payment system, and usefulness is an increasingly
important factor in user acceptance (Hu et al., 2019). Investigating the factors that influence
e-wallet as a payment method by using the TAM model, a study in Malaysia reported that
usefulness can predict the behavior of intention to use and acceptance of the e-payment
system; and that usefulness does predict the level of advance experience of usage the
CR customer receives (Karim et al., 2020). The study also found that other factors had a positive
relationship with usefulness, and usefulness has a significant effect on adopting and
accepting an e-payment service. Another study in Zambia reported that the usefulness
factor in relation to e-payment system use is governed by the customers’ perspective of the
outcome of their experience; when the outcome is beneficial, the user will develop a positive
attitude toward the use of the e-payment system (Mwiya et al., 2017). The findings also
suggest that usefulness in the e-payment context incorporates the consideration of whether
customers find it convenient, efficient and fixable. The study thus shows that customers do
think using the e-banking service would allow them to accomplish their tasks faster, easier
and with more usefulness, and that usefulness affects the attitude of the customer, leading to
their acceptance of the e-payment service (Mwiya et al., 2017). Studies thus indicate that
usefulness has a major influence on whether customers accept e-payment systems. We can
therefore make the following proposition:

H4. Usefulness is a factor that has a significant influence on e-payment customer

acceptance in the Kingdom of Bahrain.
2.3.5 Accessibility. Accessibility of e-payment refers to the availability of e-payment systems
to customers through multiple channels and at any time. It is suggested that increasing
accessibility can increase e-payment usage and acceptance (Kameswaran and Muralidhar,
2019). Accessibility of the e-payment has increased the past few decades, particularly in the
form of ATMs and point (Chipato, 2017). Accessibility is governed by the design of
the e-payment system; highly inaccessible technology hinders customer exposure to the
technology. The accessibility factor depends also on the customer demand and need for
financial services (Kameswaran and Muralidhar, 2019). Accessibility factor complements
the usefulness factor; the more accessible the e-payment system the higher is its usefulness
to the customer (Osang, 2017). Viewing accessibility as the ability of customers to access
financial services and information through the internet, a study in Jordan shows that
accessibility is dependent on several factors, including content format, internet connection
and the user’s abilities (Ahmad and Al-Zu’bi, 2011). The study also suggests that
accessibility is one of seven instruments which determine the quality of the e-payment
system; the other instruments are: ease of use, reliability, security, credibility,
personalization and responsiveness. It was reported that when the Jordanian banks
provided the e-payment system with high accessibility, it resulted in high satisfaction with
the services. Another study conducted in Kenya investigated customers’ ease of access to
their accounts through ATMs, m-banking and e-payment cards. It found that different
mobile payments had the highest accessibility level, as they could be accessed anytime and
anywhere with ease, and that e-banking accessibility has a significant influence on
customers’ intention and acceptance of the e-payment system (Muluka et al., 2015).
Furthermore, a study in Jordan into customers’ satisfaction with mobile banking
(M-Banking). The study pointed out that there was a decrease in the number of bank
branches due to the availability of e-payment services that are highly accessible, such as
ATMs. It further noted that the accessibility of the mobile banking services through the
internet and from any location at any time is enhancing customers’ experience of m-banking;
and found that accessibility has an impact on customers’ satisfaction of m-payment
(Asfour and Haddad, 2014). The literature thus suggests that accessibility has a major
influence on whether customers accept e-payment systems, allowing the following
proposition to be made:
 H5. Accessibility has a significant influence on e-payment customer acceptance in the E-payment
Kingdom of Bahrain. acceptance
2.3.6 Conclusions and findings of the review. E-payment has been available in various forms
for some time; however, it is now widely accepted and has become an essential component of
e-commerce. In this article, the literature on the use of e-payment systems was explored,
showing an increasing acceptance of both online transactions. With the advancement of
today’s technology, e-payment systems have become more convenient and are increasingly
earning customers’ acceptance. The literature suggests that the wide availability of different
types of e-payment systems provides customers the capability to conduct financial
transactions electronically. The large acceptance of e-payment systems, the literature
indicates, was also influenced by five factors, namely, data security, trust, ease of use,
usefulness and accessibility.

3. Research methodology
A quantitative methodology was used in this study. Data was collected through a
questionnaire survey. The questionnaire contained demographic data. Data was collected
regarding demographic data as well as customers’ perceptions of their experiences with
e-payment systems, namely, their experiences with e-payment systems’ data security,
customer trust, ease of use, usefulness and accessibility. Evaluation of the variables
achieved by adopting a Likert scale was used to collect data on customers’ experiences with
the e-payment systems. The questionnaire was then distributed electronically to potential
respondents representing the e-payment customers and users. After gathering the required
number of responses, the data was coded and analyzed using appropriate statistical analysis
approaches. The study adopted a mono-quantitative method aimed at quantifying the
effects of the results by using statistical data. Different statistical techniques were used to
identify the factors influencing customers’ acceptance of e-payment in the Kingdom of
Bahrain. Hypothesis testing techniques were used to investigate the relationships between
the identified variables.

3.1 Research hypotheses

In this study, five hypotheses were developed to test the relationship between the identified
variables:
H1. Data security is a factor that has a significant influence on e-payment customer
acceptance in the Kingdom of Bahrain.
H2. Trust is a factor that has a significant influence on e-payment customer acceptance
in the Kingdom of Bahrain.
H3. Ease of use is a factor that has a significant influence on e-payment customer
acceptance in the Kingdom of Bahrain.
H4. Usefulness is a factor that has a significant influence on e-payment customer
acceptance in the Kingdom of Bahrain.
H5. Accessibility is a factor that has a significant influence on e-payment customer
acceptance in the Kingdom of Bahrain.

3.2 Data collection

The population for this research was the payment services customers in the Kingdom of
Bahrain, and the targeted population were the payment services customers with online
CR channel access. A large sample of e-payment customers was targeted by the online questionnaire.
The research thus used a convenient, purposive sample chosen from the population based on their
accessibility to the researchers. The data was cleaned and coded prior to the actual analysis. The
total number of responses received was 531. These responses were complete and reliable and
therefore used in the analysis. A five-level Likert scale ranking is applied to measure the degree to
which the respondents agree or disagree with the question’s statement. The hypotheses were
consequently tested and verified using correlation and regression analysis.

4. Data analysis and testing of hypotheses

4.1 Descriptive analysis
4.1.1 Descriptively analyzing of demographic data. Demographic data is significant because it
provides a broad overview of a targeted population. Below is an examination of the demographic
data collected from the survey conducted for this research. Table 1 shows respondents’ gender,
age and level of education. The details of each demographic data set are described next.
Males represented 63.1% of the sample, and females, 36.9%. Age was classified into three
age groups. The first group is the age range of 18–34 years, represented by 65.3%; the second
group is the age range of 35–54 years, represented by 29.4%; and the third group is the age
range of 55 years and greater, representing 5.3%. It is obvious that the younger generation
(aged between 18 and 34) formed most of the sample. The education level of the participants
was classified into four groups: Participants with a bachelor’s degree made up 80% of the total;
Master’s degree holders made up 11.3% of the total; and PhD holders made up 5.5%. It is
obvious from the above data that most participants are bachelor’s degree holders, which might
explain why in the age category most participants were in the range of 18 to 34 years old.
4.1.2 Variables descriptive analysis. In this section, descriptive analysis (Table 2) was
conducted of the five identified variables in this research work: e-payment data security, e-
payment trust, e-payment, e-payment ease of use and e-payment accessibility are all
identified, as is one dependent variable: e-payment acceptance.
The results of the descriptive analysis indicate that more than half of the participants
strongly agreed that all the five identified variables were important.
4.1.2.1 Hypotheses testing. Research hypothesis tests are conducted using regression
analysis. Table 3 shows the summary of these findings.
4.1.2.2 To investigate if e-payment data security has significant impact on e-payment
acceptance. Hypothesis H1: Data security is a factor that has a significant influence on
e-payment customer acceptance in the Kingdom of Bahrain.

No. Question Answer choices Frequency (%)

1 Gender Male 335 63.1

Female 196 36.9
Total 531 100
2 Age 18–34 years 347 65.3
35–54 years 156 29.4
55 years and greater 28 5.3
Total 531 100
Table 1.
3 Education level High school diploma 17 3.2
Participants’ Bachelor’s degree 425 80.0
responses to Master’s degree 60 11.3
demographic PhD 29 5.5
questions Total 531 100
 Frequency (%)
E-payment
Strongly Strongly No. of acceptance
Variables agree Agree Neutral Disagree disagree Mean SD questions

E-payment data
security 56 36 3 5 0 4.432 0.780 6
E-payment trust 58 36 5 1 0 4.503 0.660 6
E-payment ease of
use 58 36 4 2 1 4.511 0.654 6
E-payment
usefulness 62 36 2 0 0 4.587 0.553 5 Table 2.
E-payment
Summary of the
accessibility 60 723 3 1 0 4.543 0.618 5
E-payment variables’ descriptive
acceptance 58 35 5 1 1 4.484 0.688 3 analysis

Hypothesis Regression b R2 F-test p-value Result

H1 Impact of security on acceptance 1.067 0.822 24.390 0.000 Accepted

H2 Impact of trust on acceptance 0.924 0.896 45.610 0.000 Accepted
H3 Impact of ease of use on acceptance 0.907 0.910 53.070 0.000 Accepted Table 3.
H4 Impact of usefulness on acceptance 0.724 0.720 13.486 0.000 Accepted Summary of testing
H5 Impact of accessibility on acceptance 0.798 0.750 15.675 0.000 Accepted of hypotheses

The independent variable data security was regressed on the dependent variable e-payment
acceptance to test this hypothesis. The results show that e-payment data Security
significantly predicted e-payment acceptance, F (1,529) = 2439.1, p < 0.001, which indicates
that e-payment data security can play a significant role in shaping e-payment acceptance
(b = 1.067, p < 0.001). Moreover, R2 = 0.822 indicates that the model explains 82% of the
variance in e-payment acceptance.
4.1.2.3 To investigate if e-payment trust has significant impact on e-payment
acceptance. Hypothesis H2: Trust is a factor that has a significant influence on e-payment
customer acceptance in the Kingdom of Bahrain.
The independent variable customer trust was regressed on the dependent variable
e-payment acceptance to test this hypothesis. The results show that customer trust
significantly predicted e-payment acceptance, F(1,529) = 4561.8, p < 0.001, which indicates
that customer trust can play a significant role in shaping e-payment acceptance (b = 0.924,
p < 0.001). Moreover, the R2 = 0.896 indicates that the model explains 89% of the variance in
e-payment acceptance.
4.1.2.4 To investigate if ease of use has significant impact on e-payment acceptance.
Hypothesis H3: Ease of use is a factor that has a significant influence on e-payment
customer acceptance in the Kingdom of Bahrain.
The independent variable ease of use was regressed on the dependent variable
e-payment acceptance to test the hypothesis. The results show that ease of use significantly
predicted e-payment acceptance, F(1,529) = 5307, p < 0.001, which indicates that ease of use
can play a significant role in shaping the e-payment acceptance (b = 0.907, p < 0.001).
Moreover, R2 = 0.91 depicts that the model explains 91% of the variance in e-payment
acceptance.
CR 4.1.2.5 To investigate if usefulness has significant impact on E-payment acceptance.
Hypothesis H4: Usefulness is a factor that has a significant influence on e-payment
customer acceptance in the Kingdom of Bahrain.
The independent variable usefulness was regressed on the dependent variable e-payment
acceptance to test the hypothesis. The results show that usefulness significantly predicted
e-payment acceptance, F(1,529) = 1348.6, p < 0.001, which indicates that usefulness can play
a significant role in shaping the e-payment acceptance (b = 0.724, p < 0.001). Moreover, the
R2 equal = 0.72 depicts that the model explains 72% of the variance in e-payment
acceptance.
4.1.2.6 To investigate if accessibility has significant impact on e-payment acceptance.
Hypothesis H5: Accessibility is a factor that has a significant influence on e-payment
customer acceptance in the Kingdom of Bahrain.
The independent variable accessibility was regressed on the dependent variable
e-payment acceptance to test the hypothesis. The results show that accessibility
significantly predicted e-payment acceptance, F(1,529) = 1567.5, p < 0.001, which indicates
that Accessibility can play a significant role in shaping the e-payment acceptance (b = 0.798,
p < 0.001). These results clearly direct the positive effect of the accessibility. Moreover, the
R2 equal = 0.75 depicts that the model explains 75% of the variance in e-payment
acceptance.

4.2 Factors ranking

The identified research factors that influence the e-payment acceptance discussed above can
be ranked based on the value of the associated beta (b); the higher the value of b, the greater
it impacts the e-payment acceptance. Table 4 displays this ranking.

5. Conclusion, limitation and recommendation for future work

5.1 Conclusion
The aim of this study was to identify and measure the factors that might be influencing
customer acceptance of e-payment in the Kingdom of Bahrain. A review of the literature was
undertaken, which identified and explored the factors that might impact customers’
acceptance of e-payment, helped develop a model of hypotheses and designed the study’s
methodology.
The study adopted a quantitative research approach using a questionnaire survey, which
was administered electronically to a convenient and purposive sample of e-payment users.
The sample size was 531 participants. Descriptive analysis was used to test the data validity
and consistency, and regression analysis was used to test the model’s hypotheses. The
results from the regression analysis showed that data security, trust, ease of use, usefulness
and accessibility, all had significant effects on the acceptance of e-payments by the
customers in the Kingdom of Bahrain.

Rank Factors – independent variables b

1 E-payment data security 1.067

2 E-payment trust 0.924
3 E-payment ease of use 0.907
Table 4. 4 E-payment accessibility 0.798
Factors ranking 5 E-payment usefulness 0.724
The study’s results are supported by other studies. For example, security was a major factor E-payment
in determining customer acceptance of the e-payment system (Tounekti et al., 2017). Trust acceptance
was a vital factor in affecting customers’ acceptance of an e-payment system. The increase
in ease-of-use was resulted in higher customer acceptance (Lai, 2018). Usefulness was an
increasingly important factor in the user acceptance (Hu et al., 2019). Similarly, accessibility
was shown to influence customer’s acceptance of the e-payment system (Muluka et al., 2015).

5.2 Limitation
This study faced several obstacles and limitations. There was no actual available public
information on overall e-payment service usage by customers and no databases of all the
non-sensitive information regarding all e-payment services. The second limitation, which
provided an opportunity for conducting this research, was the lack of studies in the field in
the Kingdom of Bahrain.

5.3 Recommendation
The high adoption of the e-payment services indicates there is a high acceptance of new
e-payment services in the market, which suggests that Bahrain might further economically
benefit from adopting more e-payment services to grow the market. The security factor
should be handled with utmost care, as the study shows that the security factor is a crucial
factor for customers’ acceptance of the service. Also, in adopting a new e-payment service,
the trust factor should be taken into consideration in the operation aspects of the e-payment
services, as the study shows that an e-payment service that handles the needed task with
trust is more likely to attract and retain customers. Similarly, the ease-of-use factor should
be one of the core concerns in the development of a new service, as the study shows that
customers shift from one service to another simply because of its ease of use. Furthermore,
usefulness as a main factor that determines the survival of the services should not be
overlooked in the development of a new e-payment service; customers can simply adopt a
service because of its usefulness and the shortcut it offers. Also, when making a new e-
payment service, you need to think about how easy it is to use. This can make customers
more likely to use the service.

5.4 Future research suggestion

Future studies may tackle the factors affecting the acceptance of e-payment services
separately. Future studies may look for other factors that could influence e-payment
acceptance. They should investigate the competitive advantage of incorporating these
factors into their services.

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Corresponding author
Allam Hamdan can be contacted at: [email protected]

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