Title: What's in a brand name? Preferences of mobile wallets in India under a shifting regulation

Authors: Pavel Reyes-Mercado; M. Karthik; Ram Kumar Mishra

Addresses: Universidad Anáhuac México, Av. Universidad Anáhuac 46, Col. Lomas Anáhuac. Huixquilucan, Estado de México, C.P. 52786, Mexico ' Institute of Public Enterprise, Survey No. 1266, Shamirpet (V&M), Medchal-Malkajgiri District, Hyderabad – 500 101, Telangana, India ' Institute of Public Enterprise, Survey No. 1266, Shamirpet (V&M), Medchal-Malkajgiri District, Hyderabad – 500 101, Telangana, India

Abstract: This paper analyses adopters' preferences on mobile wallets and model individual decisions in a financial environment under shifting regulations on know your customer and recent demonetisation. We used conjoint analysis to identify the utility contributions of wallets' attributes and levels. Findings from 275 questionnaires from urban sample in India show that the most important attribute is the brand name with 59%, followed by cash back amount, and fee per transfer/payment. For brand name, incumbent brands exhibited a positive utility to adopters while emerging brands presented a negative utility. For cash back amount, wallet adopters only favoured the highest level of 30% and they signalled with negative utilities the remaining two lower options. For fees, the sample found positive utility in the lowest fee of 3%. Noteworthy, the least important variable was the number of friends as proxy to assess the impact of network effects.

Keywords: Fintech; shifting regulations; mobile wallets; conjoint analysis; adoption of innovations; financial technology acceptance; India.

DOI: 10.1504/IJBFMI.2020.109880

International Journal of Business Forecasting and Marketing Intelligence, 2020 Vol.6 No.2, pp.118 - 134

Received: 15 Jun 2020
Accepted: 02 Jul 2020
Published online: 28 Sep 2020 *

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