AN EMPIRICAL STUDY ON CONSUMER ADOPTION OF MOBILE PAYMENTS IN BANGALORE CITY – A CASE STUDY
Keywords:
Mobile, Consumer, Adoption, TechnologyAbstract
Man started writing letters in the past and now he is using email, SMS and MMS alternatives to communicate where the message is conveyed to the end within a fraction of second instead of 3-4 days in the past. Innovation has been a reality in step after step but it didn’t happen overnight. Whenever a new innovation was released for public consumption, it was blindly hailed and consumed as they were tired of older alternatives. Unfortunately miscreants all around the world have updated their skills to throw tantrums at the system as it gets better for eg: bank frauds, fund transfer frauds, stock market hacking etc. As these high profile attacks have taken place and wide publicity has been given to these incidents, people have grown extremely conservative to safeguard their interests, resources etc. Any innovation is looked with skepticism and consumers so particular about liabilities and risk in adopting a new system. It is widely said that technology has widely shrunk distance in the world. Every technological invention and even updates of products and services were swiftly consumed by tech starved generation. Be it business community or the end consumer; if there is a technology that was to be immediately infused in the service process to gain advantage over the other players in the market, consumers want the best product as fast as possible to envy others. Modern man has earned the tag of quick exploiter of any technology that may give cost competency, customer value or even competitive edge. But situation in the market becomes really puzzled when some technologies that are proven will not be accepted by the consumer on many grounds. There are lots of intuitions and reasons to answer why mobile payment is not being accepted. Mere intuition or a guess doesn’t represent fact and marketing decisions that are not based on facts are fruitless. A research is need of the day to find out the factors and predict their capability to induce behavioral intention among consumers to use mobile payments.
Research Methodology adopted for the study is of descriptive methodology. Questionnaire method is used to extract data. The paper identifies factors that have shown consistent relationship with the mobile payment adoption and attempts to group it by the method of ANOVA.
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