To read this content please select one of the options below:

Behavioural intention to adopt mobile wallets at the bottom of the pyramid: a developing economy perspective

Sumit Sodhay (School of Business Studies, Punjab Agricultural University, Ludhiana, India)
Lalit Mohan Kathuria (School of Business Studies, Punjab Agricultural University, Ludhiana, India)
Tanveen Kaur (School of Business Studies, Punjab Agricultural University, Ludhiana, India)
Gurpreet Kaur (School of Business Studies, Punjab Agricultural University, Ludhiana, India)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 26 June 2024

Issue publication date: 27 August 2024

215

Abstract

Purpose

The study aims to investigate the factors influencing the behavioural intention of bottom-of-the-pyramid (BOP) consumers in developing economies, such as India, to adopt mobile wallets, drawing upon the framework of the uses and gratification theory. Furthermore, the study also examines the moderating effect of gender.

Design/methodology/approach

To achieve the objective, primary data were collected from a sample of 220 respondents using the survey method. The reliability and validity of the survey instrument were demonstrated through confirmatory factor analysis. Subsequently, structural equation modelling (SEM) was used for hypotheses testing.

Findings

The study revealed that only convenience and social influence have a positive significant influence on the behavioural intention to adopt mobile wallets whereas, innovativeness, trust and compatibility have no significant relationship with behavioural intention to adopt mobile wallets among the BOP consumers. Further, gender moderates the relationship between compatibility and behavioural intention to adopt mobile wallets in India.

Originality/value

This study contributes to the underexplored area of research concerning the behavioural intention to adopt mobile wallets among BOP consumers in a developing economy. It introduces a novel approach by using the uses and gratifications theory to uncover the underlying motivations behind adoption behaviour.

Keywords

Acknowledgements

Funding statement: This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.

Citation

Sodhay, S., Kathuria, L.M., Kaur, T. and Kaur, G. (2024), "Behavioural intention to adopt mobile wallets at the bottom of the pyramid: a developing economy perspective", International Journal of Quality and Service Sciences, Vol. 16 No. 3, pp. 345-371. https://doi.org/10.1108/IJQSS-05-2023-0063

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles