Int. J. Business Innovation and Research, Vol. X, No. Y, xxxx 1 Copyright © 20XX Inderscience Enterprises Ltd. Investigating the role of innovativeness, technology acceptance model and theory of planned behaviour towards adoption of QR mobile payment system Samar Rahi and Maham Zaheer Hailey College of Banking and Finance, University of the Punjab, Lahore, Pakistan Email: sr_adroit@yahoo.com Email: mahamzaheer50@gmail.com Mahmoud Alghizzawi Department of Digital Marketing, Amman Arab University, Amman, Jordan Email: M.alghzawi@aau.edu.jo Abdul Hafaz Ngah* Universiti Malaysia Terengganu (UMT), Terengganu, Malaysia Email: hafaz.ngah@umt.edu.my *Corresponding author Abstract: This research aims to investigate user behaviour to adopt QR mobile payment system. The research framework comprises factors such as usefulness, ease of use, subjective norm, convenience, transaction speed and innovativeness and assess user attitude to adopt QR mobile payment system. Results of the structural equation modelling approach revealed significant impact of usefulness, ease of use, subjective norm, convenience, transaction speed and innovativeness on user attitude and adoption of QR mobile payment system. This study has suggested that policy makers must emphasises on technology usefulness, ease of use, subjective norm, convenience, transaction speed and innovativeness to promote QR mobile payment among technology users. To extend the knowledge in QR mobile payment system the moderating effect of optimism is evaluated between user attitude and user intention to adopt QR mobile payment system. Nevertheless, moderating impact of optimism was found insignificant between use attitude and intention to adopt QR mobile payment. Keywords: technology acceptance model; TAM; innovation; qr code payment; transaction speed; optimism; adoption of QR code. Reference to this paper should be made as follows: Rahi, S., Zaheer, M., Alghizzawi, M. and Ngah, A.H. (xxxx) ‘Investigating the role of innovativeness, technology acceptance model and theory of planned behaviour towards adoption of QR mobile payment system’, Int. J. Business Innovation and Research, Vol. X, No. Y, pp.xxx–xxx.