Bridging the gender gap in mobile payment services: insights from consumer of Bangladesh

Abstract

Recently, digital payments via mobile devices represent one of the potential and emerging businesses in the world. However, there is a concern about the responses of consumers of Bangladesh about accepting this innovation. The empirical evidence of factors accepting mobile payment services (MPS) is limited in Bangladesh, where a gender perspective is also absent. Therefore, the current study is an effort to examine the consumer's intention to accept MPS in Bangladesh, whereas the moderating effect of gender is tested. The study was conducted in Sylhet and Mymensingh districts of Bangladesh. The data was collected from 300 active users of MPS via Google questionnaire, where we used convenience sampling technique to reach the target customers. Structural equation modeling was performed to test the theory-based structural model. According to the findings, perceived usefulness, perceived ease of use, perceived innovativeness in information technology, and measuring mobility create a positive significant relationship with attitude towards accepting MPS in Bangladesh. Moreover, the results highlighted a significant moderation of gender in shaping consumer's mobile payment behavior. The study suggested utilizing segmentation in designing MPS by considering the gender perspectives in mind. An easy and understandable MPS application needs to be introduced by the service providers for higher acceptance of MPS in Bangladesh.

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