Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study

Hasan, Rajibul; Liu, Yinggang; Kitchen, Philip J.; Rahman, Mizan

doi:10.1002/jsc.2289

Cited by 8 publications

(4 citation statements)

References 29 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Social influence (β = 0.527) was found to have the most effect on intentions, meaning the decision making of BOP users is more influenced by social interactions and opinions of people around them. This confirms findings from mobile payment studies conducted in BOP markets by Hussain et al (2019) and Hasan et al (2019) in Bangladesh and China, respectively. The created social pressure can be understood as a combination of "social coercion, social imitation, and social normalization" (Chen & Sutano, 2007).…”

Section: Discussionsupporting

confidence: 86%

See 1 more Smart Citation

A mixed methods UTAUT2-based approach to understanding unified payments interface adoption among low-income users

Joshi

2024

Banks and Bank Systems

View full text Add to dashboard Cite

The Unified Payments Interface (UPI) represents a revolutionary advancement in mobile payment systems and has been primarily embraced by the middle and high-income segments of the Indian population. Its uptake among the low-income or those at the bottom-of-the-pyramid (BOP), characterized by individuals with an annual income less than USD 3,175, remains notably low, necessitating prompt investigation. This study endeavors to explore and validate contextual determinants influencing the development of behavioral intention to use UPI among BOP users. Under the mixed method approach, 26 interviews with active UPI users were conducted in the first phase. The collected data were subjected to deductive thematic analysis and the resulting factors were fused with the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model to adapt it to the BOP requirements. In the second phase, responses from 423 potential UPI users were collected and scrutinized using structural equation modelling. The data analysis unveiled that the path coefficients for social influence (0.527), performance expectancy (0.242), perceived security risk (–0.166), knowledge (0.138), price value (0.123), facilitating conditions (0.119), and social benefits (0.096) were statistically significant in impacting user intentions. The model fit measures of the structural model fell within an acceptable range, and collectively, these factors elucidated 52% of the variance in behavioral intentions. It is recommended that marketers should leverage the interconnected nature of BOP communities to enhance awareness on functionality, subjective utility, social benefits, word-of-mouth, and security issues. This strategy aims to overcome barriers and boost UPI adoption among the BOP.

show abstract

Section: Discussionsupporting

confidence: 86%

“…Hence, an individual's intention to adopt new technology can be shaped by family, friends, co-workers, and social influencers. Studies on mobile payments in BOP segments conducted by Hussain et al (2019) in Bangladesh and Hasan et al (2019) in China underscore social influence as a significant factor.…”

Section: Literature Reviewmentioning

confidence: 99%

A mixed methods UTAUT2-based approach to understanding unified payments interface adoption among low-income users

Joshi

2024

Banks and Bank Systems

View full text Add to dashboard Cite

show abstract

“…In this cluster, three major subthemes are identified. First, most of the studies focus on mobile technology’s adoption intention in many domains such as health (Akter et al, 2013) and finance (Hasan et al, 2019; Wenner et al, 2018). Second, few studies examined the adoption of micro-credit facilities among BOP consumers (youth in particular) and linked it further with trust and self-identity (Jebarajakirthy & Thaichon, 2016).…”

Section: Network Analysis Of Publicationsmentioning

confidence: 99%

Consumption Behaviour of Poor Consumers: A Bibliometric and Content Analysis

Goel

Sharma

Saha

2022

FIIB Business Review

View full text Add to dashboard Cite

The poor people segment has gained considerable scholarly attention, particularly after eight scholars established it as an untapped market. This study attempts to understand the nine consumption behaviours of a poor consumer. Therefore, we collate 384 scholarly papers indexed in the Scopus database, published during the period 1975–2020. Both evaluative and bibliometric relationship techniques, namely, Biblioshiny and VOSviewer, are utilized to understand the domain’s progress in the past 45 years. Besides this, content analysis is conducted via hand search to identify the most utilized research methods, popularly applied theories and most explored contexts. Results show that research in this field has grown exponentially, particularly after 2007, with research focusing on low-income consumers, bottom-of-pyramid consumers and mobile money users. The findings indicate this domain demonstrates skewed development, and there is a huge room for future studies.

show abstract

“…However, sales come from all segments, including customers at the bottom of the pyramid (BoP); not all segments participate equally in e-commerce, especially for low-income consumers. Previous studies have emphasized customer participation and engagement in e-commerce in emerging markets (Lin et al, 2021a(Lin et al, , 2021bSu et al, 2021;Hu and Chaudhry, 2020) because of the acceptance of mobile commerce (Dakduka et al, 2020), mobile payment adoption (Hasan et al, 2019) and online grocery shopping among low-income populations (Trude et al, 2022). The participation of this segment in online shopping is required for their well-being and to improve their standard of living and socioeconomic growth (Qiu, 2009).…”

Section: Introductionmentioning

confidence: 99%

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Gupta,

Kumar,

Melese

2023

View full text Add to dashboard Cite

Purpose This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention. Design/methodology/approach A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model. Findings The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce. Practical implications This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms. Originality/value This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.

show abstract

Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study

Cited by 8 publications

References 29 publications

A mixed methods UTAUT2-based approach to understanding unified payments interface adoption among low-income users

A mixed methods UTAUT2-based approach to understanding unified payments interface adoption among low-income users

Consumption Behaviour of Poor Consumers: A Bibliometric and Content Analysis

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Contact Info

Product

Resources

About