Title: What drives customer preference for mobile wallet payments - evidence from India

Authors: Manish Sinha; Aditi Naidu; Hufrish Majra; K. Rajagopal

Addresses: Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, Pune, India ' Shri Vaishnav School of Management, Shri Vaishnav Vidyapeeth Vishwavidyalaya, Indore, India ' Chetana Institute of Management and Research, Mumbai, India ' Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, Pune, India

Abstract: Against the backdrop of the rising adoption of mobile wallet payment usage in India and to address the call for more holistic research beyond adoption, this study examines factors influencing customer preference for a mobile wallet payment service. Based on the literature review, a model is suggested that exhibits a relationship between certain factors and dependent variables-attitude and intention to use wallet payment. This model is tested using structural equation modelling. Additionally, the study uses multinomial logistic regression to assess relationships between the various factors and customer preference. The study shows that intention to use influences preferences for wallet payment, perceived ease of use and security influence attitude, while promotional benefits and subjective norms influence attitude and intention to use wallet payments. Attitude mediates the relationship between perceived ease of use and perceived security with intention to use. However, perceived usefulness was not found to have a significant impact.

Keywords: mobile wallet payment; customer preference; promotional benefits; perceived ease of use; PEOU; subjective norm; perceived security; India.

DOI: 10.1504/IJEBANK.2024.136828

International Journal of Electronic Banking, 2024 Vol.4 No.2, pp.99 - 119

Received: 11 Oct 2022
Accepted: 11 Jun 2023
Published online: 22 Feb 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article