WHAT DRIVES MOBILE PAYMENT USE BEHAVIOUR? AN EMPIRICAL ANALYSIS WITH UTAUT2 MODEL
The Indian payment industry is going through a transformation phase because of technological advancement, the growing use of smartphones, mobile internet, and the progressive regulatory environment. In the future years, the Indian economy will also witness different ways of moving money through digital modes with the use of mobile phones. This phenomenon helps individuals worldwide to perform their daily activities and payment transactions through mobile phones with greater flexibility, convenience, and ease. Therefore, the purpose of this study is to assess the primary factors affecting user behaviour toward mobile payment use amongst consumers in two cities of Gujarat with the application of the Unified Theory of Acceptance and Use of Technology (UTAUT2) theory. The research model and hypotheses were developed, and data was collected from 139 respondents from two cities in Gujarat through both online and in-person survey questionnaires. Following data gathering, data analysis and structural equation modelling were carried out. Finally, the study's findings revealed that effort expectation, habit, hedonic motivation, and facilitating or enabling conditions favourably influence the user behaviour of mobile payment users, however, the proposed relationship between performance expectancy, social influence, and price value with use behaviour was not established. In addition, the study also discusses implications from both management and theoretical perspectives.
Mobile Payment, Structural Equation Modelling, Use Behaviour, UTAUT2