Behavioural intention to adopt mobile wallets at the bottom of the pyramid: a developing economy perspective

Sumit Sodhay, Lalit Mohan Kathuria, Tanveen Kaur, Gurpreet Kaur
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引用次数: 0

Abstract

Purpose

The study aims to investigate the factors influencing the behavioural intention of bottom-of-the-pyramid (BOP) consumers in developing economies, such as India, to adopt mobile wallets, drawing upon the framework of the uses and gratification theory. Furthermore, the study also examines the moderating effect of gender.

Design/methodology/approach

To achieve the objective, primary data were collected from a sample of 220 respondents using the survey method. The reliability and validity of the survey instrument were demonstrated through confirmatory factor analysis. Subsequently, structural equation modelling (SEM) was used for hypotheses testing.

Findings

The study revealed that only convenience and social influence have a positive significant influence on the behavioural intention to adopt mobile wallets whereas, innovativeness, trust and compatibility have no significant relationship with behavioural intention to adopt mobile wallets among the BOP consumers. Further, gender moderates the relationship between compatibility and behavioural intention to adopt mobile wallets in India.

Originality/value

This study contributes to the underexplored area of research concerning the behavioural intention to adopt mobile wallets among BOP consumers in a developing economy. It introduces a novel approach by using the uses and gratifications theory to uncover the underlying motivations behind adoption behaviour.

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金字塔底层采用手机钱包的行为意向:发展中经济体的视角
目的本研究旨在借鉴使用和满足理论框架,调查影响印度等发展中经济体金字塔底层(BOP)消费者使用手机钱包行为意向的因素。此外,本研究还探讨了性别的调节作用。为实现研究目标,本研究采用调查方法从 220 名受访者中收集了原始数据。调查工具的可靠性和有效性通过确认性因素分析得到了证明。研究结果表明,只有便利性和社会影响对 BOP 消费者采用手机钱包的行为意向有积极的显著影响,而创新性、信任度和兼容性与 BOP 消费者采用手机钱包的行为意向没有显著关系。此外,在印度,性别对兼容性与采用移动钱包的行为意向之间的关系起调节作用。 原创性/价值 本研究为发展中经济体的 BOP 消费者采用移动钱包的行为意向这一尚未充分开发的研究领域做出了贡献。它采用了一种新颖的方法,利用使用和满足理论来揭示采用行为背后的潜在动机。
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来源期刊
CiteScore
6.00
自引率
7.70%
发文量
21
期刊介绍: The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.
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