The Moderating Effect of Gender on Continuance Intention Toward Mobile Wallet Services in India

Abstract

With the rapid development of mobile technologies in the last decade, there are many benefits offered to both businesses and individuals, including evolution of an innovative payment method, that is, mobile wallet services. The rapid diffusion of 4G technologies, growth in mobile Internet users, increasing trend of shopping through smartphones, and government's demonetization policy in 2016 resulted in widespread usage of mobile wallet services in India. In this context, this study aimed at understanding the factors influencing the mobile wallet customers' satisfaction and motivations behind the continued usage of a specific service provider. Further, the study attempted to identify the differences in behavioural characteristics of mobile wallet users based on their gender. A conceptual model was developed to measure the impact of three significant variables, that is, perceived usefulness, perceived ease of use, and confirmation on the post-adoption behaviour of mobile wallet customers. The data were collected from 325 mobile wallet customers through a popular online survey website. The analysis of data using structural equation modeling provided certain important insights, including the positive and strong influence of perceived ease of use on both satisfaction and continuance intention, and satisfaction was found to be the key factor that motivated mobile wallet users to continue using a particular mobile wallet application. Finally, the moderating effect of gender on the hypothesized relationships proposed in the model was empirically supported.