Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study

Rajibul Hasan (), Yinggang Liu, Philip Kitchen () and Mizan Rahman
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Rajibul Hasan: ESC [Rennes] - ESC Rennes School of Business
Yinggang Liu: ESC [Rennes] - ESC Rennes School of Business
Philip Kitchen: University of Salford
Mizan Rahman: University of Lincoln [UK]

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Abstract: This article investigates the factors influencing mobile payment in China's bottom-of-the-pyramid (BOP) market via in-depth interviews with mobile payment users in several geographic regions in China. This article investigates factors influencing mobile payment adoption in the BOP context. The results show that product bundling, aftersale services, interference from other institutions, perceived corporate integrity, and monopoly and information opaqueness can influence mobile payment adoption in the BOP context. The findings will help practitioners understand and improve mobile payment adoption in the BOP context.

Date: 2019-09-06
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Published in Strategic Change, 2019, 28 (5), pp.345-353. ⟨10.1002/jsc.2289⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02329187

DOI: 10.1002/jsc.2289

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