Abstract
The m-wallet apps market in India is an evolving industry. M-wallet app companies could use the consumer insights from this study to design suitable strategies to retain existing users and attract new customers. Earlier studies in m-wallet app adoption in India have been restricted to GPRS services only. This study is unique in extending use of the UTAUT model theoretical framework to understand the factors influencing customers using the evolved 4G technology in India. The research hypothesis, based on the extended UTAUT model, was empirically tested using structural equation modeling. There was a significant improvement in the overall explanatory power of the extended UTAUT model over the original UTAUT.
| Original language | English |
|---|---|
| Article number | 4 |
| Pages (from-to) | 65-91 |
| Number of pages | 27 |
| Journal | Journal of Electronic Commerce in Organizations |
| Volume | 19 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Jan 2021 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 5 Gender Equality
Keywords
- Extended UTAUT
- Frequency of Use
- Gender Differences
- India
- M-Wallet Apps
- Perceived Credibility
- Perceived Value
- Technology Anxiety
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