# Provoking Actual Mobile Payment Use in the Middle East
## Literature Review
### Hypothesis Development  
**Perceived value**: Customers use a product or service to determine whether the expected benefits are greater than its risk [17]. Therefore, perceived values are reflected in meeting the users' needs. The notion of perceived value was commonly acknowledged as the purchaser's general evaluation of the functionality of a mobile application on perceptions of _\"what is received and what is given\"_[18]. The perceived value of a product is determined by comparing the predicted advantages to the cost, including hedonic and utilitarian benefits, functionality, pleasure, interaction, accessibility, service quality, and general usefulness. Thus, the perceived value increases if a customer can use mobile payment services with the same success experienced in the physical environment [19]. **Hypotheses 1 (H1)**. _Perceived value influences an individual's intention to use mobile payments and ultimately affects the actual user behaviour._  
**Digital social media influence**: A collection of the online content of social interactions among users allows them to co-create, find, share, and evaluate an online information repository [20]. Digital social media influence involves the impact of consumer opinions on whether that particular behaviour should or should not be performed [21]. The rise in social media is a cornerstone of social commerce. Social media have redefined the organization's lifestyle and practices over the past decade [20]. Digital social media affects the customer's intention toward using mobile payment [21]. Therefore, other community members' social influence affects an individual's decision [22]. Additionally, the significant direct impact of social influence on intention to use behaviour is a finding from a recent study examining mobile banking adoption in Bangladesh [23]. **Hypothesis 2 (H2)**. _Digital social media influences an individual's intention to use mobile payments and ultimately affects the actual user behaviour._  
**Facilitation Conditions**: The facilitating conditions are the level of consumer belief in the organization and infrastructure in supporting the use of the service [24]. Therefore, consumers most likely use a mobile payment system if they have support services and assistive resources [24]. Facilitating conditions include the user's knowledge, ability, and resources [7]. It is worth noting that a study focused on intention to continue using mobile money among micro-enterprises with a sample of 584 micro-enterprises [7]. The study adopted the unified theory of acceptance and use of technology (UTAUT). The study confirmed the relationship between the facilitating condition and intention to continue using the technology with a \(p\)-value of less than 0.01. This formulates the following hypotheses. **Hypothesis 3 (H3). **_The facilitating condition influences an individual's intention to use mobile payments and ultimately affects the actual user behaviour._  
**Technical feasibilities**: The consumer's technical skills and technological savviness affect the user's attitude toward using a service [25]. Due to the sensitivity and privacy of the data exchanged in payments, mobile payment adds a new level of complexity [25]. Mobile payment introduces a new level of complexity, considering that the information's sensitivity and privacy affect the user from two angles [25]. One user might find it tedious and complicated due to the constraints of the features of mobile devices such as the small screen, typing on a screen, difficulty entering information using the mobile device screen, and the perception of inadequate security protection. Therefore, if the mobile payment provider provides technical assistance, this will encourage the actual use of the service [26]. **Hypothesis 4 (H4).