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

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.