Moderating Effects of Situational Variable and Smartphone Addiction on the Factors Influencing Consumers Intention to Continued Use of Mobile Payment Services in India

Abstract

newline Huge developments in m-commerce have led to the advancements in mobile applications and one of its examples is mobile payment service. Mobile payment service has emerged as an important medium of transaction with the growth in mobile communications and information systems. Additionally, demonetization had a huge impact on the consumer behavior towards the usage of mobile payment services which has further motivated to pursue the study. In India, mobile payment services is still in its nascent stage, therefore, it is imperative to understand the underlying factors which motivate the continued intention behavior of consumers. Based on the Diffusion of Innovation (DOI) literature, the research framework has been build. Accordingly, the objectives of the present research are: (a) to assess an integrated model comprising technology-related factors and consumer-related factors impacting consumer s intention to continued use of mobile payment services; (b) to explore the catalytic role of situational variable on the relationship between predictors of continued intention and its continued intention behavior; and (c) to explore the catalytic role of smartphone addiction on the relationship between predictors of continued intention and its continued intention behavior. Data were collected from the existing users of mobile payment services from a premier South-Asian business school in India through a structured survey. Structural equation modeling was employed to analyze the research model and multigroup analysis to examine the group difference for situational variable and smartphone addiction. newlineThe results of the hypotheses testing revealed that among the technology-related factors: relative advantage, complexity, compatibility, and perceived risk emerged to be significant predictor of mobile payment services. Similarly, users absorptive capacity yielded significant result for consumer-related factors.