Factors influencing customers’ adoption of mobile payment in Pakistan: application of the extended meta-UTAUT model

Abstract

Purpose

Mobile payment (or m-payment), a relatively new digital banking system targeting Pakistani customers, is rapidly expanding. This study aims to explore the elements that impact customer behaviour and encourage the adoption of m-payment in Pakistan.

Design/methodology/approach

This study used a quantitative research design, surveying 315 m-payment users residing in three Pakistani cities. A conceptual framework was developed by extending the meta-unified theory of acceptance and use technology (meta-UTAUT) model to incorporate institutional privacy concerns (IPC) and institutional source reliability (ISR). Data analysis was conducted using partial least squares structural equation modelling via Smart PLS 4.0 software.

Findings

This study’s results indicate that behavioural intention (BI) is the primary driver ofm-payment use behaviour. The findings also reveal that attitude (AT), performance expectancy (PE), facilitating conditions (FC), social influence (SI), effort expectancy (EE), IPC and ISR significantly influence BI. Notably, PE and FC are positively associated with AT, while EE and SI have no significant impact on AT.

Research limitations/implications

This study has two key limitations. First, its focus on only Pakistani m-payment users limits the broader applicability of the results. Second, the cross-sectional design overlooks potential longitudinal changes in users’ attitude. Future research should aim to recruit diverse country samples and conduct comparative studies, thereby enhancing the understanding of m-payment adoption.

Practical implications

This study provides insights for service providers and marketers, identifying key factors that influence m-payment adoption. Convenience emerges as a critical consideration, suggesting it may drive customer behaviour.

Originality/value

This research significantly advances the field of m-payment studies by investigating the key factors influencing Pakistani consumers’ adoption of m-payment, extending the meta-UTAUT model to include IPC and ISR. By applying this extended framework to the context of Pakistani consumers’ acceptance and use of m-payment, this study provides new insights into the complex factors driving m-payment adoption in developing Asian countries like Pakistan, addressing a significant research gap and paving the way for future studies.

Citation

Hassaan, M. and Yaseen, A. (2024), "Factors influencing customers’ adoption of mobile payment in Pakistan: application of the extended meta-UTAUT model", Journal of Science and Technology Policy Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTPM-01-2024-0029