Asymmetric and symmetric approaches to the extension of UTAUT2 in the M-payment adoption of Pakistani apps

Waseem Anwar, Amir Zaib Abbasi, Mousa Albashrawi, Ghazanfar Ali Abbasi, Umm-e-Habiba
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Abstract

Advanced technologies pave the way for a variety of technology-based inventions, especially economic integrations. The idea of mobile commerce has been under consideration for the past decade. Mobile users are gradually shifting from traditional modes of payment to cashless mobile applications. After COVID-19, the use of e-modes for payments in our daily routine lives increased significantly, which requires further investigation of the factors affecting the adoption of mobile payment (M-payment) applications. Given that, this study aims to investigate the adoption of M-payment through the application of UTAUT-2 theory while extending it with monetary benefit. The data were collected from 302 respondents who were the current users of JazzCash and Easypaisa. Furthermore, this study furnishes a deeper understanding of the proposed model by utilizing the partial least squares–structural equation modeling (PLS-SEM) and fsQCA approach. The findings of this research highlight that performance expectancy, price value, habit, and monetary benefit are the major and more effective motives that influence the adoption of M-payment in Pakistan. Further, the findings of this study provide an in-depth insight into consumer perspective about the major indicators that influence the adoption of M-payment and can also help practitioners deploy an appropriate strategy for their M-payment application. This study is the pioneer in evaluating the adoption of M-payment in the developing economy of Pakistan through UTAUT-2 theory with additional variable of monetary benefit offered by JazzCash and Easypaisa in terms of cashback, discounts, and perks that drive the adoption intention for M-payment. More importantly, this study also extends the prior studies by utilizing the asymmetrical approach with symmetrical findings to explore the causal configurations (i.e., the combination of UTAUT2 antecedents) predicting the adoption of M-payment.

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巴基斯坦应用程序采用移动支付时UTAUT2扩展的非对称和对称方法
先进技术为各种以技术为基础的发明铺平了道路,尤其是经济一体化。移动商务的概念在过去十年中一直受到关注。移动用户正逐渐从传统支付方式转向无现金移动应用。COVID-19 之后,日常生活中电子支付模式的使用显著增加,这就需要进一步调查影响移动支付(M-payment)应用的因素。有鉴于此,本研究旨在通过应用UTAUT-2 理论调查移动支付的采用情况,同时对其进行货币利益方面的扩展。数据收集自 302 名受访者,他们都是 JazzCash 和 Easypaisa 的现有用户。此外,本研究还利用偏最小二乘法-结构方程建模(PLS-SEM)和 fsQCA 方法加深了对所提模型的理解。研究结果表明,绩效预期、价格价值、习惯和金钱利益是影响巴基斯坦人采用移动支付的主要且更有效的动机。此外,本研究的结果还从消费者的角度深入分析了影响采用移动支付的主要指标,也有助于从业人员为其移动支付应用制定适当的策略。本研究是通过UTAUT-2 理论评估巴基斯坦发展中经济体采用移动支付情况的先驱,并增加了 JazzCash 和 Easypaisa 提供的现金返还、折扣和优惠等货币利益变量,从而推动了移动支付的采用意向。更重要的是,本研究还扩展了先前的研究,利用非对称方法和对称结论来探索预测采用 M-payment 的因果配置(即 UTAUT2 前因的组合)。
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来源期刊
CiteScore
5.60
自引率
26.70%
发文量
61
期刊介绍: Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally. The journal covers: marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards loyalty plans brand management cross-selling products and services customer relationship management online services customer profiling targeting product positioning pricing distribution management consumer finance pooled investment funds The Journal of Financial Services Marketing publishes detailed and authoritative: Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas Legal reviews examining in detail the major changes in legislation Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field ...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.
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