The Moderating Effect of Gender on Continuance Intention Toward Mobile Wallet Services in India
Material type: TextDescription: 48-62 p In: GILANI, MEENAKSHI INDIAN JOURNAL OF MARKETINGSummary: With the rapid development of mobile technologies in the last decade, there are many benefits offered to both businesses and individuals, including evolution of an innovative payment method, that is, mobile wallet services. The rapid diffusion of 4G technologies, growth in mobile Internet users, increasing trend of shopping through smartphones, and government's demonetization policy in 2016 resulted in widespread usage of mobile wallet services in India. In this context, this study aimed at understanding the factors influencing the mobile wallet customers' satisfaction and motivations behind the continued usage of a specific service provider. Further, the study attempted to identify the differences in behavioural characteristics of mobile wallet users based on their gender. A conceptual model was developed to measure the impact of three significant variables, that is, perceived usefulness, perceived ease of use, and confirmation on the post-adoption behaviour of mobile wallet customers. The data were collected from 325 mobile wallet customers through a popular online survey website. The analysis of data using structural equation modeling provided certain important insights, including the positive and strong influence of perceived ease of use on both satisfaction and continuance intention, and satisfaction was found to be the key factor that motivated mobile wallet users to continue using a particular mobile wallet application. Finally, the moderating effect of gender on the hypothesized relationships proposed in the model was empirically supported.Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
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Journal Article | Main Library | Vol 49, No 4/ 55510288JAJA4 (Browse shelf(Opens below)) | Available | 55510288JAJA4 | |||||
Journals and Periodicals | Main Library On Display | JOURNAL/MAR/Vol 49, No 4/55510288 (Browse shelf(Opens below)) | Vol 49, No 4 (01/08/2018) | Not for loan | Indian Journal of Marketing - April 2019 | 55510288 |
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Vol 49, No 4/ 55510288JA1 Belief - Based Marketing vs. Conjoint : An Illustration Using the Indian Mobile Phone Market | Vol 49, No 4/ 55510288JA2 Facilitators of E - Tail Patronage Behavior Among Generation Z Consumers | Vol 49, No 4/ 55510288JA3 Market Orientation and Innovation Capabilities : Does it Impact the Performance of Small Businesses? | Vol 49, No 4/ 55510288JAJA4 The Moderating Effect of Gender on Continuance Intention Toward Mobile Wallet Services in India | Vol 49, No 4/55513525 DECISION | Vol 49, No 7/ 55510719JA1 Analyzing the Role of Brand Relationship Dimensions in the Development of Brand Community | Vol 49, No 7/ 55510719JA2 Think Before Getting Addicted to Smartphones ! |
With the rapid development of mobile technologies in the last decade, there are many benefits offered to both businesses and individuals, including evolution of an innovative payment method, that is, mobile wallet services. The rapid diffusion of 4G technologies, growth in mobile Internet users, increasing trend of shopping through smartphones, and government's demonetization policy in 2016 resulted in widespread usage of mobile wallet services in India. In this context, this study aimed at understanding the factors influencing the mobile wallet customers' satisfaction and motivations behind the continued usage of a specific service provider. Further, the study attempted to identify the differences in behavioural characteristics of mobile wallet users based on their gender. A conceptual model was developed to measure the impact of three significant variables, that is, perceived usefulness, perceived ease of use, and confirmation on the post-adoption behaviour of mobile wallet customers. The data were collected from 325 mobile wallet customers through a popular online survey website. The analysis of data using structural equation modeling provided certain important insights, including the positive and strong influence of perceived ease of use on both satisfaction and continuance intention, and satisfaction was found to be the key factor that motivated mobile wallet users to continue using a particular mobile wallet application. Finally, the moderating effect of gender on the hypothesized relationships proposed in the model was empirically supported.
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