Role of risk perception and situational factors in mobile payment adoption among small vendors in unorganised retail

Abstract

This article focuses on studying the inter-relationships among various types of perceived risk and assessing the degree of perceived risk (PR) in the Adoption of MPS by Retailers in India. After digging into the extensive literature, it was found that situational factors are overlooked in literature. To overcome mentioned limitations, a model to suit a developing country context is presented. Moderating impact of demographic and situational/contextual variables (age, gender, facilitating conditions, user context and customer attribute) have been examined. A quantitative methodology to investigate the correlational paths was used. The data was collected from a sample of 349 small vendors using a cross-sectional survey. Hypothetical relationships were examined using structural equation modelling (SEM) based on the covariance-based analysis, i.e., analysis of moment structures (AMOS). The effect of the moderators was examined using the Interaction effect and multi-group analysis (MGA) method. The findings of moderating factors revealed that subjects, regardless of gender, older in age are influenced by perceived risk. From the situational/contextual perspective, customer attribute does not affect the relation of PR and BI as much as facilitating condition and use context do.