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Understanding consumer adoption of mobile payment in Pakistan

Salman Khan (Research Institute of Business Analytics and SCM, College of Management, Shenzhen University, Shenzhen, China)
Safeer Ullah Khan (Institute of Business Administration, Gomal University, Dera Ismail Khan, Pakistan)
Ikram Ullah Khan (Institute of Management Sciences, University of Science and Technology Bannu, Khyber Pakhtunkhwa, Pakistan)
Sher Zaman Khan (Institute of Business Administration, Gomal University, Dera Ismail Khan, Pakistan)
Rafi Ullah Khan (Institute of Business Administration, Gomal University, Dera Ismail Khan, Pakistan)

Journal of Science and Technology Policy Management

ISSN: 2053-4620

Article publication date: 3 May 2023

Issue publication date: 29 November 2024

896

Abstract

Purpose

This study aims to explore the consumers’ choices of mobile payments (m-payments) using a comprehensive unified model. The financial technology for digital m-payment has been increasingly introduced in the market, yet their acceptance has remained low.

Design/methodology/approach

This study uses the unified theory of acceptance and use of technology (UTAUT) with additional constructs of social influence, trust, anxiety, personal innovativeness and grievance redressal (GR). Structural equation modeling is used to evaluate the predictive model of attitudes toward m-payment. Individuals’ responses to questions regarding their attitude and intention to accept m-payment were gathered and examined through the lens of extended UTAUT model.

Findings

While the model supports TAM classical role, empirical examination of the model revealed that users’ attitudes and intentions are influenced by trust, personal innovativeness and social influence. Moreover, intention to use and GR are significant positive predictors of m-payment usage behavior.

Originality/value

M-payment provides customers with new digital payment platforms while providing businesses and marketing agents with more alternatives for online marketing. However, there is not much reported about m-payment adoption in Pakistan. This research introduces and evaluates new constructs that were not included in the original model. In Pakistan, to the best of the authors’ knowledge, this is a first of its kind of research which is purely based on the customers’ perspective of m-payment adoption.

Keywords

Citation

Khan, S., Khan, S.U., Khan, I.U., Khan, S.Z. and Khan, R.U. (2024), "Understanding consumer adoption of mobile payment in Pakistan", Journal of Science and Technology Policy Management, Vol. 15 No. 6, pp. 1339-1362. https://doi.org/10.1108/JSTPM-07-2021-0110

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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