An Empirical Model of Continuance Intention toward Mobile Wallet Services in India

Authors

  • S. Saibaba Department of Marketing, SDM Institute of Management Development, Mysore, Karnataka, India

Keywords:

Continuance intention, mobile wallet, perceived enjoyment, perceived mobility, satisfaction

Abstract

Purpose: The tremendous increase in mobile phones in India has resulted in consumers performing various activities through it. Due to affordable rates of mobile internet and various other factors, the demand for mobile wallet services has surged in the past few years, resulting in increased competition. The study aims to investigate the significant determinants of continuance intention of mobile wallet customers in India, by validating the conceptual framework with empirical data. Methodology: The study collected 325 responses from the current mobile wallet customers through online survey. The measurement items of all variables (six independent variables and a dependent variable) have been adapted from the literature and modified accordingly. The study applied a variety of statistical tools, using IBM SPSS, to empirically validate the proposed research model. Findings: The results of the multiple regression revealed that the satisfaction was a major determinant of continuance intention toward mobile wallet applications in India. Perceived ease of use, perceived usefulness, and perceived enjoyment had significant influence on continuance intention. Further, multivariate analysis of variance results show that the significant influence of determinants on continuance intention varied across the customers based on their usage. Implications: The study clearly highlights the need for understanding significant determinants of continuance intention of mobile wallet customers in India and it also states the need for distinguishing the mobile wallet users based on their intensity of usage, which would help practitioners to understand the market segments better and increase profitability through customer loyalty. Originality: This study is unique in its approach by not only proposing a research model measuring the post-adoption behavior of mobile wallet customers in India but also confirming its practical applicability through empirical validation of data using multivariate statistical techniques. Conclusion: The study identified the significant determinants of mobile wallet applications in India and the effect of usage on customers’ post-adoption behavior.

References

Arvidsson, N. (2014). Consumer attitudes on mobile payment services results from a proof of concept test. International Journal of Bank Marketing, 32(2), 150-170.

Baek, J., Park, S., & Lee, C. C. (2011). Identifying drivers for continual usage of wireless broadband. International Journal of Mobile Communications, 9(4), 317-340.

Bailey, A. A., Pentina, I., Mishra, A. S. and Ben Mimoun, M. S. (2017). Mobile payments adoption by US consumers: An extended TAM. International Journal of Retail and Distribution Management, 45(6), 626-640.

Bhattacharjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370.

Chandra, S., Srivastava, S. C., & Theng, Y. L. (2010). Evaluating the role of trust in consumer adoption of mobile payment systems: An empirical analysis. Communications of the Association for Information Systems, 27(1), 29.

Cheung, C. M., & Lee, M. K. (2006). Understanding consumer trust in Internet shopping: A multidisciplinary approach. Journal of the American society for Information Science and Technology, 57(4), 479-492.

Cohen, J. (2013). Statistical Power Analysis for the Behavioral Sciences. Cambridge, Massachusetts: Academic Press.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Dlodlo, N. (2015). The use of M-payment services in South Africa: A value based perceptions approach. International Business and Economics Research Journal, 14(1), 159-178.

Duane, A., O’Reilly, P., & Andreev, P. (2011). Trusting M-payments-realising the Potential of Smart Phones for M-Commerce: A Conceptual Model and Survey of Consumers in Ireland. In: Proceedings of the Thirty Second International Conference on Information Systems (ICIS) at: Shanghai, China.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.

Hampshire, C. (2017). A mixed methods empirical exploration of UK consumer perceptions of trust, risk and usefulness of mobile payments. International Journal of Bank Marketing, 35(3), 354-369.

Kim, G., Shin, B., & Lee, H. G. (2009). Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 19(3), 283-311.

Kumar, A. A., Nayak, D. V., & Shekhar, V. (2018). Knowledge outlook of Indian consumers towards BHIM app. Indian Journal of Marketing, 48(3), 7-16.

Lin, C. P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities. International Journal of Electronic Commerce, 13(1), 85-108.

Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce. Online Information Review, 41(2), 138-154.

Nagdev, K., & Rajesh, A. (2018). Consumers’ intention to adopt internet banking: An Indian perspective. Indian Journal of Marketing, 48(6), 42-56.

Pal, D., Vanijja, V., & Papasratorn, B. (2015). An empirical analysis towards the adoption of NFC mobile payment system by the end user. Procedia Computer Science, 69, 13-25.

Park, E., & Kim, K. J. (2013). User acceptance of long‐term evolution (LTE) services. Program, 47(2), 188-205.

PWC India. (2021). Value of Digital Transactions Across India in Financial Year 2019, with Estimates until 2025 (in Trillion Indian Rupees). Retrieved from https://www.statista.com/statistics/1247251/india-value-of-digital-transactions

Singh, N., Sinha, N., & Liébana-Cabanillas, F. J. (2020). Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence. International Journal of Information Management, 50, 191-205.

Srivastav, G., & Mittal, A. (2016). Impact of Internet banking on customer satisfaction in private and public sector banks. Indian Journal of Marketing, 46(2), 36-49.

Statista. (2021). Number of Smartphone Users in India in 2010 to 2020, with Estimates until 2040 (in Millions). Retrieved from: https://www.statista.com/statistics/467163/forecast-of-smartphone-users-in-india

Susanto, A., Lee, H., Zo, H., & Ciganek, A. P. (2013). User acceptance of Internet banking in Indonesia: Initial trust formation. Information Development, 29(4), 309-322.

Tang, C. Y., Lai, C. C., Law, C. W., Liew, M. C., & Phua, V. V. (2014). Examining key determinants of mobile wallet adoption intention in Malaysia: An empirical study using the unified theory of acceptance and use of technology 2 model. International Journal of Modelling in Operations Management, 4(3-4), 248-265.

Thong, J. Y., Hong, S. J., & Tam, K. Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. International Journal of Human-Computer Studies, 64(9), 799-810.

Wang, W. T., & Li, H. M. (2012). Factors influencing mobile services adoption: A brand-equity perspective. Internet Research, 22(2), 142-179.

Zhou, T. (2013). An empirical examination of continuance intention of mobile payment services. Decision Support Systems, 54(2), 1085-1091.

Zmijewska, A., Lawrence, E., & Steele, R. (2004). Towards Understanding of Factors Influencing User Acceptance of Mobile Payment Systems. In: Proceedings of the IADIS International Conference WWW/Internet 2004, Madrid, Spain, 2 Volumes. p270-277.

Downloads

Published

30-09-2022

How to Cite

S. Saibaba. (2022). An Empirical Model of Continuance Intention toward Mobile Wallet Services in India. Indian Journal of Commerce and Management Studies, 13(03), 01–10. Retrieved from https://ijcms.in/index.php/ijcms/article/view/581

Issue

Section

Articles