Asymmetric and symmetric approaches to the extension of UTAUT2 in the M-payment adoption of Pakistani apps

Waseem Anwar (), Amir Zaib Abbasi (), Mousa Albashrawi (), Ghazanfar Ali Abbasi () and Umm-e-Habiba ()
Additional contact information
Waseem Anwar: Shaheed Zulfikar Ali Bhutto Institute of Science and Technology
Amir Zaib Abbasi: King Fahd University of Petroleum and Minerals
Mousa Albashrawi: King Fahd University of Petroleum and Minerals
Ghazanfar Ali Abbasi: King Fahd University of Petroleum and Minerals
Umm-e-Habiba: Bahria University

Journal of Financial Services Marketing, 2024, vol. 29, issue 3, No 29, 1175-1193

Abstract: Abstract Advanced technologies pave the way for a variety of technology-based inventions, especially economic integrations. The idea of mobile commerce has been under consideration for the past decade. Mobile users are gradually shifting from traditional modes of payment to cashless mobile applications. After COVID-19, the use of e-modes for payments in our daily routine lives increased significantly, which requires further investigation of the factors affecting the adoption of mobile payment (M-payment) applications. Given that, this study aims to investigate the adoption of M-payment through the application of UTAUT-2 theory while extending it with monetary benefit. The data were collected from 302 respondents who were the current users of JazzCash and Easypaisa. Furthermore, this study furnishes a deeper understanding of the proposed model by utilizing the partial least squares–structural equation modeling (PLS-SEM) and fsQCA approach. The findings of this research highlight that performance expectancy, price value, habit, and monetary benefit are the major and more effective motives that influence the adoption of M-payment in Pakistan. Further, the findings of this study provide an in-depth insight into consumer perspective about the major indicators that influence the adoption of M-payment and can also help practitioners deploy an appropriate strategy for their M-payment application. This study is the pioneer in evaluating the adoption of M-payment in the developing economy of Pakistan through UTAUT-2 theory with additional variable of monetary benefit offered by JazzCash and Easypaisa in terms of cashback, discounts, and perks that drive the adoption intention for M-payment. More importantly, this study also extends the prior studies by utilizing the asymmetrical approach with symmetrical findings to explore the causal configurations (i.e., the combination of UTAUT2 antecedents) predicting the adoption of M-payment.

Keywords: M-payment; Pakistan; UTAUT2; Monetary value; PLS-SEM; fsQCA (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41264-024-00266-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jofsma:v:29:y:2024:i:3:d:10.1057_s41264-024-00266-8

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41264

DOI: 10.1057/s41264-024-00266-8

Access Statistics for this article

Journal of Financial Services Marketing is currently edited by Tina Harrison

More articles in Journal of Financial Services Marketing from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().