Role of gender on Intention to adopt mobile payments among generation Z
Role of gender on Intention to adopt mobile payments among generation Z
Author(s): Sonal Purohit, Rakhi AroraSubject(s): Economy, Gender Studies
Published by: Transnational Press London
Keywords: Mobile payments; gender; generation Z; Unified theory of acceptance and use of technology (UTAUT); Structural equation modeling (SEM);
Summary/Abstract: The purpose of this paper was to examine the intention to adopt mobile payments among male and female customers of generation Z by surveying 365 undergraduate students and applying the Unified theory of acceptance and use of technology (UTAUT). The Structural equation modeling analysis using the SmartPLS revealed that social influence was the most significant predictor of intention to adopt mobile payments among both males and females. The male is significantly influenced by the performance expectancy and effort expectancy whereas the females are significantly influenced by the effort expectancy and price value factors. For sustainable adoption among the males and females in generation Z, the managers should create differentiated value propositions by focusing on utilitarian benefits and simplicity of use for the males and females respectively.
Journal: Transnational Marketing Journal (TMJ)
- Issue Year: 9/2021
- Issue No: 1
- Page Range: 167-180
- Page Count: 14
- Language: English