M-payment adoption for bottom of pyramid segment: an empirical investigation

Abstract

Purpose

The purpose of this paper is to examine m-payment adoption for the bottom of pyramid (BoP) segment in a developing country context.

Design/methodology/approach

A questionnaire was distributed to 247 BoP customers in Bangladesh. Data were analysed by employing confirmatory factor analysis and Structural Equations Modelling.

Findings

The results show that performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC), habit and social influence (SI) significantly influence the BoP segment’s behavioural intention (BI). It is revealed that PE, lifestyle compatibility (LC), SI and habit have relatively stronger effects being higher predictor of intentions. Again EE and FC have relatively lower effects on m-payment BI. On the other hand, hedonic motivation (HM) and price value (PV) are two non-significant predictors of m-payment adoption.

Practical implications

The study recommends that financial institutions, such as banks and other non-banking service firms, need to know the antecedents affecting BI suggested by the unified theory of acceptance and use of technology (UTAUT2) theory along with “LC”. This will increase m-payment adoption for the BoP segment in developing countries.

Originality/value

To the extent of researcher’s knowledge, none of the previous studies using the UTAUT2 theory to examine m-payment adoption for BoP segment. This study contributes empirical data to the predominantly theoretical literature by offering a deeper understanding of the inclusion of LC, which is one of the significant antecedents in explaining BoP segment’s m-payment adoption.

Citation

Hussain, M., Mollik, A.T., Johns, R. and Rahman, M.S. (2019), "M-payment adoption for bottom of pyramid segment: an empirical investigation", International Journal of Bank Marketing, Vol. 37 No. 1, pp. 362-381. https://doi.org/10.1108/IJBM-01-2018-0013