Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness,anxiety, trust,and grievance redressal |
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| Institution: | 1. School of Management, Swansea University Bay Campus, Fabian Way, Swansea, SA1 8EN, UK, United Kingdom;2. University of Bradford, Faculty of Business, Law and Social Sciences, Richmond Road, Bradford BD7 1DP, UK, United Kingdom;3. Manipal Global Education Services, Bangalore, India;1. Faculty of Economics, University of Kragujevac, Serbia;2. Department of Business Management, University of Málaga, Málaga, Spain;3. Department of Marketing and Market Research, University of Granada, Spain;1. NOVA IMS, Universidade Nova de Lisboa, 1070-312, Lisboa, Portugal;2. School of Business, Virginia Commonwealth University, 301 W. Main Street, Richmond, VA 23284-4000, USA;1. Amman College of Banking and Financial Sciences, Al-Balqa'' Applied University, Amman P.O. 1705, Jordan;2. School of Management, Swansea University, Swansea SA2 8PP, United Kingdom;1. School of Management, Harbin Institute of Technology, China;2. College of Business, University of Alabama in Huntsville, USA;3. Hohai Business School, Hohai University, China;4. King’s Business School, King’s College London, University of London, UK |
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| Abstract: | Mobile payments are the future as we move towards a cashless society. In some markets, cash is already being replaced by digital transactions, but consumers of many developing countries are slower in transition towards digital payments. This study aims to identify major determinants of consumer mobile payment adoption in India the country with second largest mobile subscribers in the world. Existing mobile payments adoption studies have predominantly utilised Technology Acceptance Model (TAM), which was primarily developed in organisational context and criticised for having deterministic approach without much consideration for users’ individual characteristics. Therefore, this study adapted meta-UTAUT model with individual difference variable attitude as core construct and extended the model with consumer related constructs such as personal innovativeness, anxiety, trust, and grievance redressal. Empirical examination of the model among 491 Indian consumers revealed performance expectancy, intention to use, and grievance redressal as significant positive predictor of consumer use behaviour towards mobile payment. Moreover, intention to use was significantly influenced by attitude, social influence, and facilitating conditions. The major contribution of this study includes re-affirming the central role of attitude in consumer adoption studies and examining usage behaviour in contrast to most existing studies, which examine only behavioural intention. |
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| Keywords: | Mobile payment Adoption Use behaviour Meta-UTAUT TAM |
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