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Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective

Sonal Purohit (University School of Business, Chandigarh University, Mohali, India)
Rakhi Arora (University School of Business, Chandigarh University, Mohali, India)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 29 April 2021

Issue publication date: 2 January 2023

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Abstract

Purpose

This paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market.

Design/methodology/approach

Data were collected from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was applied using SmartPLS 2.0 to analyze the data.

Findings

It was found that perceived usefulness (PU) and perceived ease of use (PEoU) influence the attitude toward mobile banking positively whereas the perceived risk (PR) and perceived deterrents (PDs) influence the attitude negatively. The subjective norms (SNs) and the attitude positively affect mobile banking adoption. Knowledge of mobile banking has a strong effect on the PEoU, but it does not influence the PU of mobile banking.

Originality/value

This research makes an original contribution to the extant research and fills the gap by exploring the factors that affect the mobile banking adoption among a distinct BoP group (migrant workers) in an emerging market. The authors make use of knowledge of mobile banking and PDs as novel and important constructs in the technology acceptance model (TAM) to explore the factors that affect mobile banking adoption among the BoP.

Keywords

Citation

Purohit, S. and Arora, R. (2023), "Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective", International Journal of Emerging Markets, Vol. 18 No. 1, pp. 200-222. https://doi.org/10.1108/IJOEM-07-2020-0821

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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