The diffusion of mobile payments: Profiling the adopters and non-adopters, Roger's way

Abstract

This study aims to establish various market segments based on consumers' attitudinal elements influencing the adoption of mobile payments (m-payments). It also examines the best discriminators between identified clusters of m-payment users. Three hundred and sixty m-payment users participated in the study. Cluster and discriminant analyses were employed for the analysis. The findings suggest that two segments are established, and strategies can be developed accordingly. The study provides marketers with numerous touchpoints to propagate the adoption of m-payment apps. It also comprehensively explains m-payment users in developing economies by superimposing the cohorts to Roger's diffusion of innovation model.