Title: Mobile payment system usage behaviour in an emerging economy

Authors: Zaki Ferdaous; S.M. Shariful Haque; Md. Chhali Uddin; Md. Mahedi Hasan

Addresses: Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore 7408, Bangladesh ' Department of Marketing, Jashore University of Science and Technology, Jashore 7408, Bangladesh ' Department of Marketing, Jashore University of Science and Technology, Jashore 7408, Bangladesh ' Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore 7408, Bangladesh

Abstract: This study aims to explore the key determinants of consumers' usage behaviour (UB) of mobile payment systems with the extension of the UTAUT2 model with two additional constructs of perceived trust and perceived security. Data from a sample of 400 respondents were analysed with structural equation modelling (SEM) using SMART PLS 3 software. It was revealed that effort expectancy, perceived security, performance expectancy, facilitating conditions, perceived trust, social influence, and habit have a significant positive effect on behavioural intention (BI) and indirectly affect the M-payment UB via the mediation effect of BI. The findings may provide valuable insights to the practitioners to develop effective marketing strategies for high customer attraction and retention. This study has made a unique theoretical contribution providing additional insights on the mediating role of consumers' BI in relation to the seven predictor variables and M-payment UB in an emerging economy setting, expanding the understanding beyond prior UTAUT2-based studies that overlooked the indirect effect of related exogenous constructs on M-payment UB.

Keywords: Bangladesh; behaviour intention; mobile payment; usage behaviour; UTAUT2; structural equation modelling; SEM.

DOI: 10.1504/IJEMR.2026.150313

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.1, pp.104 - 128

Received: 24 Apr 2023
Accepted: 05 Jul 2023
Published online: 09 Dec 2025 *

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