This paper summarizes an association analysis of shop owners' mental factors for introducing mobile payment systems. The association analysis was conducted for supporting promotion strategies on shop owners' introduction of the systems by investigating the effect of feeling of worries about system reliability on their mental factors. First, data were collected by conducting a questionnaire survey for asking shop owners' attitudes on mobile payment systems and the decision of introducing the

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... ems. Second, an association analysis was conducted by using the data of all samples and those who have the worries about system reliability. Then, association rules were extracted and discussed. As a result, it is clarified that the worries have effects on shop owners' mental factors for introducing the systems. The extracted rules indicate that the perceived high costs of introduction and operation are not decisive inhibitors for introducing the systems, even shop owners have the feeling of worries about the reliability of the systems. Meanwhile, some mental factors were found to be helpful for making effective promotion strategies: (1) local community's positive attitudes towards introducing the systems, (2) active introduction of business competitor, (3) technical user-friendliness, and (4) service quality of providers of the systems.