Can regulated technological FOMO be used to enhance technology adoption at the bottom of the pyramid?
Rohit Joshi
Abstract:Purpose
This study aims to focus on exploring the role of fear of missing out (FOMO) in the technology adoption context, whereby the bottom-of-the-pyramid (BOP) segment was studied to explore the factors responsible for the development of behavioural intentions (BI) to use unified payments interface (UPI), a disruptive technological phenomenon in the mobile payment systems field.
Design/methodology/approach
A mixed-method research approach involving both qualitative and quantitative methods was used. Initial… Show more
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