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The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way

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  • Dash, Ganesh
  • Sharma, Kiran
  • Yadav, Neha

Abstract

This study aims to establish various market segments based on consumers' attitudinal elements influencing the adoption of mobile payments (m-payments). It also examines the best discriminators between identified clusters of m-payment users. Three hundred and sixty m-payment users participated in the study. Cluster and discriminant analyses were employed for the analysis. The findings suggest that two segments are established, and strategies can be developed accordingly. The study provides marketers with numerous touchpoints to propagate the adoption of m-payment apps. It also comprehensively explains m-payment users in developing economies by superimposing the cohorts to Roger's diffusion of innovation model.

Suggested Citation

  • Dash, Ganesh & Sharma, Kiran & Yadav, Neha, 2023. "The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003125
    DOI: 10.1016/j.jretconser.2022.103219
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    Cited by:

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    2. Alamoudi, Hawazen & Shaikh, Aijaz A. & Alharthi, Majed & Dash, Ganesh, 2023. "With great power comes great responsibilities – Examining platform-based mechanisms and institutional trust in rideshare services," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Tien Thao Cong Phan & Tri Quan Dang & Nguyen Thanh Luan, 2023. "A customer value satisfaction, and loyalty perspective of mobile payment app," EconStor Conference Papers 279148, ZBW - Leibniz Information Centre for Economics.
    4. Ganesh Dash & Chetan Sharma & Shamneesh Sharma, 2023. "Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    5. Yuqi Zhao & Young-Hwan Pan, 2023. "A Study of the Impact of Cultural Characteristics on Consumers’ Behavioral Intention for Mobile Payments: A Comparison between China and Korea," Sustainability, MDPI, vol. 15(8), pages 1-22, April.

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