An empirical study on customer adoption of mobile payment application in India

Abstract

Digital economy is becoming a reality. Business all over the world is moving towards digital platform and so is the payment option. Mobile application is becoming one of the easiest and fastest options for making payments and is predicted to have a very large potential in the days to come. This study focuses on the customer adoption of mobile payment application. The study reveals that the factors like usefulness, pervasiveness, ease of use, offers and cash back and service assume a vital role in encouraging adoption of mobile payment applications. Results show customers have greater preference towards mobile payment applications over the mobile web browsers, which is a clear sign of awareness among the customers. The study also showed that teenagers are more aggressive in embracing mobile payment application than the older age groups. Compared to other modes of payments, mobile payment with 14.5% preference among customers is low and there is a need for aggressive promotions and marketing campaigns. The study throws light into the customer adoption factors which can act as guidelines for improving customer adoption and awareness of mobile payment applications.