智能手机成瘾对移动钱包支付的调节作用

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2019-06-12 DOI:10.1080/15332861.2019.1620045

B. Shaw, Ankit Kesharwani

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引用次数: 46

摘要

摘要本研究试图确定智能手机成瘾在推动印度等新兴经济体采用移动钱包支付行为中的催化作用。该研究模型使用从512名年轻消费者中收集的基于问卷的回答进行了测试。结构方程建模和多组分析的结果有助于理解感知易用性、感知有用性和主观规范等研究结构对年轻人采用移动钱包支付的影响和重要性。研究结果表明，智能手机成瘾的调节作用在移动钱包支付的采用中发挥了重要作用。它还揭示了通过适当的渠道和适当的年龄组与合适的消费者进行沟通的重要性。营销人员可以利用这项研究的结果制定策略，将其服务定位在适当的消费者群中，从而增加互联网商业机会。

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Moderating Effect of Smartphone Addiction on Mobile Wallet Payment Adoption

Abstract This study attempts to identify the catalytic role of smartphone addiction in driving mobile wallet payment adoption behavior in emerging economies such as India. The research model was tested using a questionnaire-based response collected from 512 young consumers. The findings of structural equation modeling and multi-group analysis helped in understanding the influence and importance of the research constructs of perceived ease of use, perceived usefulness, and subjective norms in the adoption of mobile wallet payments by young people. The results indicated that the moderating effect of smartphone addiction played a substantial role in the adoption of mobile wallet payments. It has also revealed the importance of communication to the right consumer through proper channels and the appropriate age group. The outcome of the study can be utilized by marketers to frame strategies for positioning their services among an appropriate consumer base, thereby enhancing Internet business opportunities.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.