M-payment adoption for bottom of pyramid segment: an empirical investigation

Mehdi Hussain, Abu MOLLIK, Raechel JOHNS, Muhammad Sabbir Rahman

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to examine m-payment adoption for the bottom of pyramid (BoP) segment in a developing country context.
Design/methodology/approach: A questionnaire was distributed to 247 BoP customers in Bangladesh. Data were analysed by employing confirmatory factor analysis and Structural Equations Modelling. Findings: The results show that performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC), habit and social influence (SI) significantly influence the BoP segment’s behavioural intention (BI). It is revealed that PE, lifestyle compatibility (LC), SI and habit have relatively stronger effects being higher predictor of intentions. Again EE and FC have relatively lower effects on m-payment BI. On the other hand, hedonic motivation (HM) and price value (PV) are two non-significant predictors of m-payment adoption. Practical implications: The study recommends that financial institutions, such as banks and other non-banking service firms, need to know the antecedents affecting BI suggested by the unified theory of acceptance and use of technology (UTAUT2) theory along with “LC”. This will increase m-payment adoption for the BoP segment in developing countries.
Originality/value: To the extent of researcher’s knowledge, none of the previous studies using the UTAUT2 theory to examine m-payment adoption for BoP segment. This study contributes empirical data to the predominantly theoretical literature by offering a deeper understanding of the inclusion of LC, which is one of the significant antecedents in explaining BoP segment’s m-payment adoption.
Original languageEnglish
Pages (from-to)362-381
Number of pages21
JournalInternational Journal of Bank Marketing
Volume37
Issue number1
DOIs
Publication statusPublished - 2019

Fingerprint

Payment
Empirical investigation
Expectancy
Behavioral intention
Lifestyle
Bottom of the pyramid
Compatibility
Developing countries
Social influence
Predictors
Habit
Service firms
Acceptance
Inclusion
Questionnaire
Financial institutions
Design methodology
Confirmatory factor analysis
Empirical data
Structural equation modeling

Cite this

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M-payment adoption for bottom of pyramid segment: an empirical investigation. / Hussain, Mehdi ; MOLLIK, Abu; JOHNS, Raechel; Rahman, Muhammad Sabbir.

In: International Journal of Bank Marketing, Vol. 37, No. 1, 2019, p. 362-381.

Research output: Contribution to journalArticle

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