Role of Product Know how Technology Orientation Perceived Utility Perceived Risks Pricing and Demographic Factors Contributing to Attitude and Usage Behavior of Mobile Payment App Users

Abstract

A mobile app (application) is a software application installed on handheld devices supported by the operating system that are distributed on internet as third-party applications. Amid diverse mobile applications, payment app is one such category which provides comfortability and more convenient electronic transactions with a tap on mobile screen. 61% of the world s developing countries are using mobile payment services. 40% of the India s populace have an internet subscription and download 12.3 billion apps every year. Among 17 major digital economies, India is the second-fastest digital adopter. However, the usefulness and the drives perceived by the user have seldom been addressed in a scientific manner. Prior empirical research about larger and finer-grained set of aspects, which differentially influences mobile payment app users attitude and behavior was found to be lagging behind practice. Hence, the study was proposed to understand the Role of Product Know-how, Technology Orientation, Perceived Utility, Perceived Risks, Pricing and Demographic Factors Contributing to Attitude and Usage Behavior of Mobile Payment App Users newlineComprehensive literature review was conducted in four sections. Firstly, related to mobile phones, mobile application, internet and technology. Second, about mobile payment apps, its history, types, benefits, challenges and risks associated with it. In the third section of literature search, various constructs were identified such as product knowhow (knowledge), technology orientation, perceived utility (value), perceived risk, pricing construct and attitude. During the study of section four, demographic factors like gender, age, income, occupation, education, marital status and location (rural / urban) were recognized. These aspects were operationalized and tested for reliability. Mixed research approach was adopted using self-administered structured questionnaire. 416 respondents (Mobile Payment App Users) were studied as sample.