年轻人对移动支付的采用:z世代和发展中国家的视角

Q2 Social Sciences

Journal of Content, Community and Communication Pub Date : 2022-06-30 DOI:10.31620/jccc.06.22/14

S. Purohit, Jaspreet Kaur, S. Chaturvedi

{"title":"年轻人对移动支付的采用:z世代和发展中国家的视角","authors":"S. Purohit, Jaspreet Kaur, S. Chaturvedi","doi":"10.31620/jccc.06.22/14","DOIUrl":null,"url":null,"abstract":"This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partial least square structural equation modelling (PLS-SEM) analysis instituted the behavioural intention to adopt mobile payments was substantially and positively affected by social influence, performance expectancy, and effort expectancy. In contrast, the facilitating conditions and price value were insignificant. The negative effect of price value on the intention to adopt mobile banking suggests the irrelevance of promotional offers (discounts, cash-backs) for adoption. The marketers can use the suggestions provided in the study to craft suitable strategies for the sustainable adoption of mobile payments by Generation Z customers in a developing country.","PeriodicalId":37311,"journal":{"name":"Journal of Content, Community and Communication","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"MOBILE PAYMENT ADOPTION AMONG YOUTH: GENERATION Z AND DEVELOPING COUNTRY PERSPECTIVE\",\"authors\":\"S. Purohit, Jaspreet Kaur, S. Chaturvedi\",\"doi\":\"10.31620/jccc.06.22/14\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partial least square structural equation modelling (PLS-SEM) analysis instituted the behavioural intention to adopt mobile payments was substantially and positively affected by social influence, performance expectancy, and effort expectancy. In contrast, the facilitating conditions and price value were insignificant. The negative effect of price value on the intention to adopt mobile banking suggests the irrelevance of promotional offers (discounts, cash-backs) for adoption. The marketers can use the suggestions provided in the study to craft suitable strategies for the sustainable adoption of mobile payments by Generation Z customers in a developing country.\",\"PeriodicalId\":37311,\"journal\":{\"name\":\"Journal of Content, Community and Communication\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-06-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Content, Community and Communication\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.31620/jccc.06.22/14\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Content, Community and Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.31620/jccc.06.22/14","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}

引用次数: 1

摘要

本文旨在了解影响移动支付在年轻人中采用的因素，特别是在发展中国家，Z世代客户是移动支付最重要的驱动因素。数据是通过一份调查问卷收集的，由365名年龄在18至22岁之间的本科生完成。偏最小二乘结构方程模型(PLS-SEM)分析表明，社会影响力、绩效预期和努力预期对移动支付的行为意愿有显著的正向影响。相比之下，便利条件和价格价值不显著。价格价值对采用移动银行的意愿的负面影响表明，促销优惠(折扣、现金返还)与采用无关。营销人员可以利用研究中提供的建议，为发展中国家的Z世代客户持续采用移动支付制定合适的策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

MOBILE PAYMENT ADOPTION AMONG YOUTH: GENERATION Z AND DEVELOPING COUNTRY PERSPECTIVE

This paper aims to understand the factors that influence mobile payment adoption among youth concerning Generation Z customers, who are the most significant drivers of mobile payments, specifically in developing countries. Data was collected through a questionnaire accomplished by 365 undergraduate students between 18 to 22 years of age. The partial least square structural equation modelling (PLS-SEM) analysis instituted the behavioural intention to adopt mobile payments was substantially and positively affected by social influence, performance expectancy, and effort expectancy. In contrast, the facilitating conditions and price value were insignificant. The negative effect of price value on the intention to adopt mobile banking suggests the irrelevance of promotional offers (discounts, cash-backs) for adoption. The marketers can use the suggestions provided in the study to craft suitable strategies for the sustainable adoption of mobile payments by Generation Z customers in a developing country.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Content, Community and Communication Social Sciences-Communication

CiteScore

2.90

自引率

0.00%

发文量

期刊介绍： Amity School of Communication, AUMP, Gwalior is publishing a bi-annual referred and peer-reviewed journal named “Journal of Content, Community & Communication”. The Journal of Content, Community & Communication aims at delving into inquiry into and providing a forum for discussion pertaining to contemporary communication issues within wider social, economic, cultural and technological contexts. The journal promotes analyzing contemporary communication issues in new light and research. It will aim at bringing to the surface, innovative ways of research to initiate a dialogue on an array of subject matters in the field of communication theory and practice. The journal will engage in a wide range of themes in the media studies, digital media, and communication management among others.