MOBILE PAYMENT ADOPTION AMONG YOUTH: GENERATION Z AND DEVELOPING COUNTRY PERSPECTIVE

Sonal Purohit · Jaspreet Kaur · Shakti Chaturvedi

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partial least square structural equation modelling (PLS-SEM) analysis instituted the behavioural intention to adopt mobile payments was substantially and positively affected by social influence, performance expectancy, and effort expectancy. In contrast, the facilitating conditions and price value were insignificant. The negative effect of price value on the intention to adopt mobile banking suggests the irrelevance of promotional offers (discounts, cash-backs) for adoption. The marketers can use the suggestions provided in the study to craft suitable strategies for the sustainable adoption of mobile payments by Generation Z customers in a developing country.

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References

2003User Acceptance of Information Technology: Toward A Unified View1 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2013Digital Natives, Digital Immigrants 2005Psychological Predictors of Problem Mobile Phone Use 2012An empirical examination of continuance intention of mobile payment services 2010An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust 2001Performance of Bootstrapping Approaches to Model Test Statistics and Parameter Standard Error Estimation in Structural Equation Modeling 2020Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal

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