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Decoding the conundrum: exploring complex interlinkages between mobile wallet adoption inhibitors among unorganised retailers

Author

Listed:
  • Ashwarya Kapoor

    (J. C. Bose University of Science and Technology, YMCA)

  • Rajiv Sindwani

    (J. C. Bose University of Science and Technology, YMCA)

  • Manisha Goel

    (J. C. Bose University of Science and Technology, YMCA)

Abstract

The success of mobile wallet (m-wallet) in developing countries depends upon a great extent to its adoption among unorganised retailers. The adoption among them is still in its nascent stage due to presence of various inhibitors. Using innovation resistance theory as underpinning theory, this pioneer study attempts to identify an exhaustive set of m-wallet adoption inhibitors among unorganised retailers and to analyse the complex inter-relationship among them. Total thirteen inhibitors are identified through an extensive literature review and discussion with unorganised retailers. Further, an integrated DEMATEL and ISM-MICMAC approach is used to assess the complex inter-linkage among inhibitors. DEMATEL results disclosed ‘preference for cash’ and ‘early adoption hesitation’ as effect barriers and rest other eleven as cause barriers. ISM results revealed complex inter-relationship among identified barriers through an eight level hierarchical interpretive model. Further, ISM is complemented by MICMAC analysis that segregated the inhibitors into four distinct quadrants namely autonomous, independent, linkage and dependent on the basis of their driving power and dependencies. The application of the hybrid approach used in this study is novel in the domain of mobile payments. Findings of the study provide useful insights for both academicians and practitioners. Academically, this study enriches literature on m-wallet adoption. Practically, this study offers useful insights to marketers for growth of m-wallet industry.

Suggested Citation

  • Ashwarya Kapoor & Rajiv Sindwani & Manisha Goel, 2024. "Decoding the conundrum: exploring complex interlinkages between mobile wallet adoption inhibitors among unorganised retailers," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1487-1502, December.
    • Handle: RePEc:pal:jofsma:v:29:y:2024:i:4:d:10.1057_s41264-024-00277-5
    DOI: 10.1057/s41264-024-00277-5
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    References listed on IDEAS

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    1. Ashwarya Kapoor & Rajiv Sindwani & Manisha Goel, 2024. "Exploring the symmetric and asymmetric effects of mobile wallet service experience on brand loyalty in India: evidence from SEM and fsQCA," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1524-1541, December.

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