PERCEPTION OF MOBILE PAYMENT SERVICES AMONG YOUNG USERS

Mobilni marketing smatra se relativno novim i neistraženim područjem marketinga. Relativno neistraženo područje mobilnog marketinga vezano je uz usluge, poput usluga mobilnog plaćanja među segmentom mladih korisnika. Stoga je cilj rada bio istražiti kako mladi percipiraju usluge mobilnih plaćanja, prevladavaju li pozitivne ili negativne asocijacije na pojam mobilnog plaćanja te koriste li mladi mobilna plaćanja i na koji način. U radu je korištena kvalitativna metodologija. Istraživanje se provelo u dva dijela. U prvom dijelu istraživanja korištena je metoda mentalnih mapa s ciljem prikupljanja asocijacija na pojam mobilnih plaćanja. U drugom dijelu istraživanja korištena je metoda dubinskog intervjua na uzorku mladih korisnika usluga mobilnog plaćanja. Kao instrument je korišten polu-strukturirani posjetnik za intervju radi dobivanje dubljeg uvida u istraživanu problematiku. Otkrivene su pozitivne asocijacije i općenito pozitivna percepcija usluga mobilnog plaćanja kod mladih korisnika u Republici Hrvatskoj. Nadalje, otkriveno je kako mladi imaju izrazito malo negativnih asocijacija i prethodnih negativnih iskustva u korištenju usluga mobilnog plaćanja. Iako imaju povjerenje u pružatelje usluga mobilnog plaćanja, dio mladih izrazio je zabrinutost o pitanju sigurnosti transakcija (zbog mogućeg otuđenja privatnih podataka).Mobile marketing is considered a relatively new and unexplored area of marketing. The relatively unexplored area of mobile marketing is related to services, such as mobile payment services among young users. Therefore, the paper aimed to investigate how young people perceive mobile payment services, whether positive or negative associations with the concept of mobile payments prevail, and whether young people use mobile payments and in what way. Qualitative methodology was used. The research was conducted in two parts. In the first part of the research, mental maps were used to collect associations with mobile payments. In the second part of the research, the in-depth interview was used on a sample of young users of mobile payment services. A semi-structured interview was used as an instrument to gain a deeper insight into the researched issues. Positive associations and a generally positive perception of mobile payment services among young users in the Republic of Croatia were discovered. Furthermore, it was found that young people have very few negative associations and previous negative experiences in using mobile payment services. Although they trust mobile payment service providers, some respondents have expressed concerns about the security of transactions (due to the possible alienation of private data)