Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study

Hasan, Rajibul and Liu, Yinggang and Kitchen, Philiip, J. and Rahman, Mizan (2019) Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study. Strategic Change, 28 (5). pp. 345-353. ISSN 1099-1697

Full content URL: https://doi.org/10.1002/jsc.2289

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Abstract

This article investigates the factors influencing mobile payment in China's bottom‐of‐the‐pyramid (BOP) market via in‐depth interviews with mobile payment users in several geographic regions in China. This article investigates factors influencing mobile payment adoption in the BOP context. The results show that product bundling, after‐sale services, interference from other institutions, perceived corporate integrity, and monopoly and information opaqueness can influence mobile payment adoption in the BOP context. The findings will help practitioners understand and improve mobile payment adoption in the BOP context.

Keywords:Marketing at the bottom of the pyramid (BOP), International marketing, Consumer market research
Subjects:N Business and Administrative studies > N510 Market Research
N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N550 International Marketing
N Business and Administrative studies > N100 Business studies
N Business and Administrative studies > N120 International Business studies
Divisions:Lincoln International Business School
ID Code:36955
Deposited On:10 Sep 2019 09:45

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