Role of gender on Intention to adopt mobile payments among generation Z

Sonal Purohit and Rakhi Arora
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Sonal Purohit: University School of Business, Chandigarh University, India.
Rakhi Arora: University School of Business, Chandigarh University, India.

Transnational Marketing Journal, 2021, vol. 9, issue 1, 167-180

Abstract: The purpose of this paper was to examine the intention to adopt mobile payments among male and female customers of generation Z by surveying 365 undergraduate students and applying the Unified theory of acceptance and use of technology (UTAUT). The Structural equation modeling analysis using the SmartPLS revealed that social influence was the most significant predictor of intention to adopt mobile payments among both males and females. The male is significantly influenced by the performance expectancy and effort expectancy whereas the females are significantly influenced by the effort expectancy and price value factors. For sustainable adoption among the males and females in generation Z, the managers should create differentiated value propositions by focusing on utilitarian benefits and simplicity of use for the males and females respectively.

Keywords: Mobile payments; gender; generation Z; Unified theory of acceptance and use of technology (UTAUT); Structural equation modeling (SEM) (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:9:y:2021:i:1:p:167-180

DOI: 10.33182/tmj.v9i1.1011

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