Role of gender on Intention to adopt mobile payments among generation Z

Abstract

The purpose of this paper was to examine the intention to adopt mobile payments among male and female customers of generation Z by surveying 365 undergraduate students and applying the Unified theory of acceptance and use of technology (UTAUT). The Structural equation modeling analysis using the SmartPLS revealed that social influence was the most significant predictor of intention to adopt mobile payments among both males and females. The male is significantly influenced by the performance expectancy and effort expectancy whereas the females are significantly influenced by the effort expectancy and price value factors. For sustainable adoption among the males and females in generation Z, the managers should create differentiated value propositions by focusing on utilitarian benefits and simplicity of use for the males and females respectively.

The bright side of online consumer behavior: Continuance intention for mobile payments

“…For example, the non‐significant influence of social influence on continuance intention implies that social influence does not affect the CI for mobile payments. However, it was found to be a robust factor in the studies focused on mobile payment adoption (e.g., Patil et al, 2020; Purohit & Arora, 2021a, 2021b). The empirical validation for the association of FC with CI establishes FC as an important construct for mobile payments post‐adoption theory.…”

“…The effect of SI on behavioral intention has been proved in prior research (Hong et al, 2008; Venkatesh, 2000). Moreover, in the context of mobile financial studies, there is enough evidence of the positive influence of SI on adoption (e.g., Patil et al, 2020; Purohit & Arora, 2021a, 2021b) but not on CI with only a few studies (e.g., Tam et al, 2020; Zhou & Li, 2014). Thus, concerning this research, the more the SI the higher the continued use of mobile payments.…”