The Impact of Consumer Culture on Innovation Adoption in Developing Countries

Abstract

There is limited research on the factors that influence people’s continued use of mobile payments in developing countries, and it is likely that these factors vary from country to country. This study aims to explore how the factors affecting the continued use of mobile payments differ between Jordan and India, using the Unified Theory of Acceptance and Use of Technology (UTAUT2) as a framework. Additionally, this study extends the UTAUT2 model by including other factors such as trust, advertising value, payment culture, awareness, smartphone experience, and satisfaction. The study employs the fuzzy Analytic Hierarchy Process (AHP) approach to rank the factors that affect the intention to continue using mobile payments. The results suggest that price value and payment culture have the greatest influence on both Jordanian and Indian perceptions. Furthermore, habit was found to be the third most important factor affecting Jordanian perceptions, while smartphone experience was the third most significant factor affecting Indian perceptions.