Social Stratification, Self-Image Congruence, and Mobile Banking in Colombian Cities

Abstract

Abstract This study examines the antecedents of the intention to use m-payment applications for lower-income urban users. Using the unique socioeconomic stratification system of Colombia, this is the first study to integrate facilitating conditions and self-image congruence constructs with the technology acceptance model for this consumer group. In elucidating the perceptions of these m-payment users, we give relevance to their personal characteristics and lifestyles and articulate how the self-concept is influenced by sources of information. Perceived usefulness and perceived ease of use were the main direct antecedents, respectively, while risk had less influence. Moreover, facilitating conditions and congruence were significant in explaining intention to use and served as antecedents of resistance for using m-payment apps. The managerial implications are that marketing messaging and application design should thematically integrate representations, images, and expressions shared among these consumers to increase self-image congruence and enhance perceived utility and ease of use of m-payment apps.