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Cited by 147Technology Adoption and User BehaviourHealth, Technology, Consumer BehaviorFinTech, Crowdfunding, Digital Finance

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

Open access
Hussain, Mehdi, Mollik, Abu Taher, Johns, Rechel, Rahman, Muhammad Sabbir·2019·International Journal of Bank Marketing
DOI 10.1108/ijbm-01-2018-0013
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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.

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Metadata

Authors
Hussain, M., Mollik, A. T., Johns, R., & Rahman, M. S.
Affiliations
  • Central Queensland University (AU)
  • University of Canberra (AU)
  • North South University (BD)
ORCID
Venue
International Journal of Bank Marketing
Publisher
Emerald
Published
2019-02-04
Volume
37
Issue
1
Pages
362-381
ISSN
0265-2323 (ISSN-L)
DOI
10.1108/ijbm-01-2018-0013
OpenAlex
W2890972082
Cited by
147
References
6
Citations by year
2026: 7 · 2025: 22 · 2024: 29 · 2023: 32 · 2022: 26 · 2021: 20 · 2020: 7 · 2019: 4
FWCI
11.01
Type
journal article
Language
en
Open access
Licence
Locations
  • International Journal of Bank Marketing (publishedVersion)
  • Acquire (CQUniversity) (submittedVersion)
  • Figshare (submittedVersion, cc-by)
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
  • Social Sciences › Business, Management and Accounting › Management Information Systems › FinTech, Crowdfunding, Digital Finance
Keywords
mobile payment adoption, UTAUT2, technology acceptance, behavioral intention, lifestyle compatibility, social influence, habit, performance expectancy, effort expectancy, facilitating conditions, developing countries, Bangladesh

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Hussain, M., Mollik, A. T., Johns, R., & Rahman, M. S. (2019). M-payment adoption for bottom of pyramid segment: an empirical investigation. International Journal of Bank Marketing. https://doi.org/10.1108/ijbm-01-2018-0013