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Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective

Author

Listed:
  • Sonal Purohit
  • Rakhi Arora

Abstract

Purpose - This paper aims to investigate the factors that affect mobile banking adoption among the bottom of the pyramid (BoP) group in an emerging market. Design/methodology/approach - Data were collected from 332 bank customers in the BoP group through a questionnaire based on previously validated scales. Structural equation modeling (SEM) was applied using SmartPLS 2.0 to analyze the data. Findings - It was found that perceived usefulness (PU) and perceived ease of use (PEoU) influence the attitude toward mobile banking positively whereas the perceived risk (PR) and perceived deterrents (PDs) influence the attitude negatively. The subjective norms (SNs) and the attitude positively affect mobile banking adoption. Knowledge of mobile banking has a strong effect on the PEoU, but it does not influence the PU of mobile banking. Originality/value - This research makes an original contribution to the extant research and fills the gap by exploring the factors that affect the mobile banking adoption among a distinct BoP group (migrant workers) in an emerging market. The authors make use of knowledge of mobile banking and PDs as novel and important constructs in the technology acceptance model (TAM) to explore the factors that affect mobile banking adoption among the BoP.

Suggested Citation

  • Sonal Purohit & Rakhi Arora, 2021. "Adoption of mobile banking at the bottom of the pyramid: an emerging market perspective," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 18(1), pages 200-222, April.
    • Handle: RePEc:eme:ijoemp:ijoem-07-2020-0821
    DOI: 10.1108/IJOEM-07-2020-0821
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    Citations

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    Cited by:

    1. Jung-Chieh Lee & Yuyin Tang & SiQi Jiang, 2023. "Understanding continuance intention of artificial intelligence (AI)-enabled mobile banking applications: an extension of AI characteristics to an expectation confirmation model," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    2. Shalini Srivastava & Nidhi Singh, 2023. "An integrated model predicting customers’ continuance behavioral intention and recommendations of users: a study on mobile payment in emerging markets," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 236-254, June.
    3. Tengku Ikmal Hakimi & Johanna Abdullah Jaafar & Nor Azah Abdul Aziz, 2023. "What factors influence the usage of mobile banking among digital natives?," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 763-778, December.

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