Abstract: “Visiting market stalls is a popular activity for tourists who visit Japan. Many tourists enjoy market stalls in several events, called Matsuri. Meanwhile, it is said that Japanese prefer to use cash for shopping. Generally, many small shops do not have equipment for cashless payments. In many cases, market stalls also accept only cash. Therefore, we cannot use other methods for payments, and it inconveniences tourists from overseas. Recently, Japanese government is carrying out policy measures required for promoting cashless payments. However, it is not so popular yet in Japan. In this paper, a model of merchandisers’ mental factors for choosing payment method is proposed in order to investigate the reasons. The model has been developed by means of Structural Equation Modeling (SEM) based on the UTAUT model. In order to investigate the validity of the model, an experiment has been conducted. As the result, it became clear that the basic idea of the proposed model is acceptable.”

Keywords: —Structural Equation Modeling (SEM), users’ behaviors, UTAUT model, cashless payment, mobile payment.