Key finding of the study

The study discloses that performance expectancy and facilitating conditions (PEFC), Hedonic motivation (HM) and perceived technology security (PTS) as significant motives for customers to adopt mobile payment during this pandemic period. The four challenges confirm such findings disclosed by the retailers.

Authors

P.G.S. Amila Jayarathne, University of Sri Jayewardenepura

B.T.K. Chathuranga, University of Sri Jayewardenepura,

Narayanage Jayantha Dewasiri, Sabaragamuwa University of Sri Lanka

Sudhir Rana, Gulf Medical University.

Summary 

The unfamiliarity of customers, lack of employees' knowledge of mobile payment systems, poor management orientation and lack of computer literacy of customers are the main challenges from the retailers' perspectives. Further, it shows that though PEFC is a common motive, other motives differ across rural and urban areas.  The findings of the study are helpful for retailers and policymakers. Retailers can develop strategies to enhance mobile payment adoption through PEFC, HM and PTS by giving special attention to the rural community. The main motive that can be used in both rural and urban contexts is PEFC. Further, retailers should take the initiative to uplift the technological know-how of their employees while inculcating supportive management orientation. Policymakers can use this study to develop policies to enhance the community's familiarity with mobile payment technology and computer literacy.

Published in

South Asian Journal of Marketing

Link to the article   

To read the full article, please click here.