The effects of perceived enjoyment and perceived risks on trust formation and intentions to use online payment systems: New perspectives from an Arab country

• Electronic payments systems (EPS) still have a low adoption rate in Arabic countries.
• We study EPS in Kuwait using a trust-based model.
• We find customer trust and enjoyment influence Kuwait EPS adoption.
• We find risk has no influence on EPS adoption.
• Enjoyment, third-party seals, familiarity, trust propensity, and personal innovativeness positively influence trust.

Although there is a large body of research on trust in e-commerce, a crucial gap is that extant studies have not examined the role of perceived enjoyment on trust in the presence of risk perception in Arab countries. In this paper, an online trust model is presented that exhibits the impact of four external factors (personal innovativeness, propensity to trust, familiarity, and presence of third-party seals) on the intention to use an online payment via the mediation of three endogenous variables (enjoyment, risk, and customer trust). The data was collected from Kuwait, an Arab country, with a mixed of data collection survey methods of 150 online questionnaires and 200 paper-based questionnaires. The data was then analyzed using partial least squares (PLS) regression. The findings revealed that customer trust and enjoyment are two important drivers of the online payment adoption, which neutralized risk perceptions. This study discusses these results as well as research and a managerial perspectives that could assist in enhancing online payment acceptance in Kuwait.