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SAJBS
9,1
88
Received 2 March 2019
Revised 25 June 2019
8 September 2019
Accepted 24 September 2019
South Asian Journal of Business
Studies
Vol. 9 No. 1, 2020
pp. 88-114
© Emerald Publishing Limited
2398-628X
DOI 10.1108/SAJBS-03-2019-0037
Investigating consumer intention
to accept mobile payment systems
through unified theory of
acceptance model
An Indian perspective
Kanishk Gupta
School of Business Studies, Vivekananda Institute of Professional Studies,
New Delhi, India and
IESEG School of Management, Paris, France, and
Nupur Arora
School of Business Studies, Vivekananda Institute of Professional Studies,
New Delhi, India
Abstract
Purpose – The purpose of this paper is to examine the impact of key antecedents of unified theory of
acceptance and use of technology model 2 on behavioral intention to accept and use mobile payment systems
in National Capital Region, India.
Design/methodology/approach – A sample of 267 mobile payment system users in National Capital
Region was obtained through an online survey. A partial least squares method was used to find out whether
key antecedents of UTAUT2 predict behavioral intention to accept mobile payment systems which further
predicts use behavior toward mobile payment systems.
Findings – The research substantiates that performance expectancy, effort expectancy, habit and facilitating
conditions significantly predict behavioral intention, which in turn significantly predict use behavior to use mobile
payment systems. Both social influence and hedonic motivation were weak predictors of behavioral intention.
Research limitations/implications – The research substantiates that performance expectancy, effort
expectancy, habit and facilitating conditions significantly predict behavioral intention, which in turn
significantly predict use behavior to use mobile payment systems. Both social influence and hedonic
motivation were weak predictors of behavioral intention.
Originality/value – The research substantiates that performance expectancy, effort expectancy, habit and
facilitating conditions significantly predict behavioral intention, which in turn significantly predict use
behavior to use mobile payment systems. Both social influence and hedonic motivation were weak predictors
of behavioral intention.
Keywords Effort expectancy, Social influence, Performance expectancy, Habit, Facilitating conditions,
Mobile payment systems
Paper type Research paper
1. Introduction
In the present state of affairs, the purpose and use of mobile technology have become a basic
part of a consumer’s daily routine. Contrariwise, use of mobile payment is surprisingly not the
most routinely employed mobile service. Seemingly, consumers still do not have the fanaticism
to accept mobile payment services (Schierz et al., 2010). According to de SenaAbrahão et al.
(2016), technological improvement put together with increased consumption of smartphones
has, within supplementary functions, furthered purchase of goods and payment of transactions
using mobile phone. This experience is substantial worldwide and provides consumers further
tractability and accessibility in carrying out their standard activities. As Kim et al. (2010), as per
latest improvements in mobile technologies, mobile commerce has created thoughtful impact
on our daily lives, by proffering us various mind-grabbing new services.
 In the year 2016 Indian Government took an astounding decision of demonetization. Investigating
This decision created a momentous commotion in the whole economy afflicting consumer
people of all classes and age groups. Because of this capricious commotion, a colossal intention
swing transpired toward acceptance and use of m-payments (payment using mobile
payment systems) as a technique of conducting transactions which was earlier
chiefly positioned around cash transactions. In India, before demonetization 98 percent of
consumer transactions took place using cash as a mode of payment. But after 89
demonetization, digital transactions transpired remarkably. Most significant leap
was received by mobile payment (m-payment) systems, emboldening users to use
mobile phones for payment of goods and services anywhere. But what exactly are mobile
payments? As per the reports of Mckinsey, mobile payments refer to payments made
through NFC, contactless payments, e-wallets, m-wallets, SMS-based payment
methods, etc. E-wallets and m-wallets have emerged rapidly as most sought for sources
of mobile payment systems. Mobile payments anticipates an optimistic future in
India majorly after demonetization with a growth rate of 33.2 percent, as compared to
mature markets for M-payments such as Europe, APAC and North America with
a growth rate of around 7.1 percent. One of the pioneer companies in mobile payment
systems in India, Paytm saw 3.5 times rise in mobile transactions. Digital transactions
accelerated 13.5 percent from Rs 109.82 trillion in August 2017 to Rs 124.69 trillion
in September 2017.
Post-demonetization, presence of various mobile payment service providers, became
a paramount of prominence. In the meantime their customers also augmented
post-demonetization, which created a zeal for enterprises to magnetize more consumers
embracing all age groups to accept mobile payment system in order to surpass and reduce
cash transactions. The popular m-payment enterprises in India such as Paytm, Freecharge,
Mobikwik, ICICI Pockets launched e-wallets because of which not only m-payment
transactions became straightforward but came along with numerous improved
functionalities such as money transfer, booking movie tickets, online shopping, using
wallets as bank accounts (in case of Paytm Bank), etc. One of the early movers in this
industry in India was Paytm. The number of downloads of the mobile app of Paytm has
tripled since November 9. Seeing a remarkable response toward these wallets even Telecom
companies such as Airtel and Reliance launched Airtel payments bank and Jiomoney.
Although digital transactions rose in 2017 by 6.05 percent, it included all modes of digital
payments, i.e. credit and debit cards, NEFT, mobile payments, etc.
The above-cited observations lead to an astonishing observation that people in
National Capital Region (Delhi, Noida, Ghaziabad, Gurugram) were still unenthusiastic or
not much persuaded to accept mobile payment systems on a habitual basis for diverse
purposes. National Capital Region was formed under the National Capital Region
Planning Board Act, 1985 comprising of Delhi, Noida, Ghaziabad and Gurugram.
Acceptance of mobile payment systems services over cash transactions is still a daunting
task in NCR where cash transactions still emerge more than m-payments. This research
focuses on ascertaining, investigating and analyzing certain factors that helps us to
determine the intention of consumers to accept mobile payment systems. This study
applies UTAUT and UTAUT2 model to analyze consumer intention to use mobile
payment systems:
(1) to examine the impact of performance expectancy, effort expectancy, social influence,
facilitating conditions, hedonic motivation and habit on behavioral intention to adopt
mobile payment systems; and
(2) to examine the impact of behavioral intention on use behavior toward mobile
payment systems.
SAJBS 2. Theoretical framework
9,1 2.1 Theoretical framework: unified theory of acceptance and use of technology and unified
theory of acceptance and use of technology 2 model
Various aforementioned studies have used several models for predicting acceptance and use
of technology. One of them has been given by Venkatesh et al. (2003), i.e. UTAUT model.
As explained (Rondan-Cataluña et al., 2015), UTAUT has been employed in various studies
90 related to technology in case of both non-organizational and organizational settings.
As discussed by Chang (2012), UTAUT is an innovative theory developed by amalgamating
the leading constructs of eight models ranging from computer science to human behavior.
These models include social cognitive theory (Compeau et al., 1999), theory of reasoned
action (Fishbein and Ajzen, 1975), motivational model (Davis et al., 1992), technology
acceptance model (Davis, 1989), theory of planned behavior (Ajzen, 1991), innovation
diffusion theory, combined TAM and TPB model (Taylor and Todd, 1995) and model of PC
utilization (Thompson et al., 1991). UTAUT comprises of four key factors that are
performance expectancy, effort expectancy, social influence and facilitating conditions. In
spite of having immense popularity, Venkatesh et al. (2003) encompassed three more factors,
namely, hedonic motivation, habit and price value which lead to formation of UTAUT2.
UTAUT2 proved to be more capable for better amplification of behavioral intention and use
behavior. Both UTAUT and UTAUT2 have been used by several researchers in diverse
areas such as mobile social networking (Wong et al., 2015), study regarding biometric e-
gates (Morosan, 2016), study of e-invoices (Lian, 2015). It has also been extensively studied
to gain insights about adoption of mobile commerce (Shaw and Sergueeva, 2019).
In the present study, hierarchical latent variable model has been implemented to construct
the research model. As per the findings of Chin (1998), hierarchical latent variable model is an
unambiguous representation representing multidimensional constructs and other constructs
at same level of abstraction. Also, Edwards (2001) found out that use of hierarchical latent
variable model has been escalating on partial least squares structural equation modeling
(PLS-SEM) models. The model designed for this study is a reflective–formative hierarchical
latent variable model. It has been selected for this study as it is the most commonly used
model in PLS-SEM regression.
As per the research model, behavioral intention of consumers to accept mobile payment
systems is examined through performance expectancy, effort expectancy, social influence,
facilitating conditions, hedonic motivation and habit, all of which are lower order constructs
in hierarchical latent variable model. As per the findings of Kourouthanassis et al. (2015),
Baptista and Oliveira (2017) and Sheikh et al. (2017), price value has not been a significant
predictor of both behavioral intention and use behavior in case of augmented reality in
tourism, mobile banking and social commerce. As per the reference of the above-mentioned
literature, price value was not considered for this study. Figure 1 elucidates the study model.
In the subsequent subsections, a wide-ranging literature review linked with the elements of
predicting behavioral intention and use behavior toward mobile payment systems is
elaborated. Both use behavior and behavioral intention are higher order constructs as per
the hierarchical latent variable model.

3. Research gap
Various research studies exploring multiple facets of mobile payment systems acceptance has
been conducted in recent times. Preceding research studies provided worthy judgments to
acknowledge the crucial factors that impel mobile payment system acceptance.
The present study tries to focus on a lot of facets that has not been considered in prior
literature. First, mobile payment system is a neoteric concept in India which has earned
pervasive awareness and prominence only after demonetization in 2016. Thus, not much
literature is available focusing on the behavioral intention and use behavior of people in India.
 Performance
Investigating
Expectancya consumer
intention
Effort
Expectancyb
Behavioral Use
Intention Behavior
Social
Influencec 91
Facilitating
Conditionsd

Hedonic
Motivation

Price Value

Habit

Age Gender Experience

Notes: New relationships are shown. aModerated by age and gender;

bmoderated by age, gender and experience; cmoderated by age, gender and Figure 1.
UTAUT2 model by
experience; deffect on use behavior is moderated by age and experience; Venkatesh et al. (2012)
new relationships are shown as darker lines

Also, this paper tries to examine the behavior of users in context of certain aspects such as
knowledge and skills of users (Tsai and LaRose, 2015), effortlessness for users, enjoyment to
users, social consequences faced by users (other people might dislike the use of something)
(Lim, 2003) and infrastructure availability (Smitha et al., 2012). This paper tries to study these
aspects taken together in case of mobile payment systems, which has not been explored in
prior literature, especially in the Indian context. For this, research model (see Figure 2)
has been adapted from the original UTAUT2 model (see Figure 1) in order to study it in the
Indian context.
Moreover, majority of the available literature in India has been persistent on the sway of
demonetization on development, advancement and acknowledgment of mobile payment
systems and not many of the studies have particularized about consumer acceptance of
mobile payment systems. Some of the available literature comprises of verdicts on
consequence of demonetization on e-wallet business, micro firms, online retail stores, etc.
(Mali, 2016), rise of cashless transactions after demonetization (Balaji and Balaji, 2017),
demonetization: an advancing step toward digitalization (Bhatnagar, 2017), e-banking
recognition in rural areas in India post-demonetization (Singhal, 2017). Additionally, in the
current study, users below 18 years of age are also considered in the sample, as very few
studies have incorporated this aspect (Yu et al., 2013; Lin and Lu, 2015). Further explanation
is provided in research methodology.
Furthermore, studies in India illuminating mobile payment systems have been
exploratory in nature and very limited literature is available in descriptive form. These
studies have privation of application of UTAUT and UTAUT2 in context to mobile
payment systems in India along with use bivariate and multivariate statistical tools of
analysis such as PLS-SEM. Some apparent literature which is important in regard to this
SAJBS
Performance
9,1 Expectancy

Effort
Expectancy
92
Social
Influence
Behavioral Use
Intention Behavior
Facilitating
Conditions

Hedonic
Motivation

Figure 2. Habit
Research model

limitation is CS, who conducted a study to acquire awareness about positive factors
about digital payment systems in advancement of rural sector in India. Desai (2018)
suggested that acceptance of m-wallets in Surat was relatively high. In the light of the
above circumstantial, the present study broadens the previous literature by performing a
conclusive research which chiefly focuses on consumer acceptance of mobile
payment system on a broader perspective. This study uses UTAUT and UTAUT2 to
acquire more in-depth knowledge on this topic by determining behavioral intention to
accept mobile payment systems. Finally, the research tools applied in the present study
are more rigorous. PLS-SEM is applied to reach to the conclusions and make the research
findings stronger.

4. Factors and research hypotheses

4.1 Performance expectancy
Performance expectancy was a persuasive factor in influencing non-users to adopt remote
mobile payments (Slade et al., 2015). Also, as mentioned by Gao and Deng (2012),
performance expectancy had a quintessential impact on behavioral intention to adopt
mobile books. Bere (2014) also observed that behavioral intention toward use of mobile
learning was progressively influenced by performance expectancy. Performance
expectancy has also been successful in impelling behavioral intention of students in
universities toward library mobile applications (Chang, 2013). Also, as per the findings of
Fong et al. (2017) performance expectancy played a positive role in influencing reuse of
mobile applications for hotel reservations in China. Performance expectancy also played a
major role in influencing behavioral intention to adopt mobile banking along with
moderation effect of gender and age (Oliveira et al., 2014):
H1. Performance expectancy positively predicts behavioral intention to accept mobile
payment systems in National Capital Region.
4.2 Effort expectancy Investigating
Effort expectancy played a significant role toward acknowledgment of mobile technology consumer
by workplace employees. Also, as per the findings of Lau, effort expectancy significantly intention
impelled adoption of mobile banking amid millennial generation. Effort expectancy has also
been a crucial factor in impelling in adoption of online fitting room (Huang and Qin, 2011).
Tosuntaş et al. (2015) commented that effort expectancy was an influencing factor for
acceptance and adoption of interactive whiteboard for FATIH project. Also, effort 93
expectancy positively impelled psychological factors in rural tourism regarding online
purchase intention (San Martín and Herrero, 2012). As far as attitude toward Moodle goes,
perceived ease of use played a noteworthy role in influencing attitude of students to accept
Moodle (Sánchez and Hueros, 2010):
H2. Effort expectancy positively predicts behavioral intention to accept mobile payment
systems in National Capital Region.

4.3 Social influence

In case of internet banking in Lebanon, social influence has been a positive influencing
factor (Tarhini et al., 2016). In case of developing countries, social influence plays a crucial
role in formation of trust toward mobile banking (Malaquias and Hwang, 2016). Also, as per
the findings of Liu et al. (2014), social influence positively and significantly impelled
intention to utilize mobile government. Social influence also came out to be an active factor
that led to change in the pattern of influence toward continuance intention ( June, 2014).
Also, social influence had a positive impression toward behavioral intention for participants
in concert (Nikou and Bouwman, 2014). In case of wine industry, social influence has been
recognized as a significant factor that can influence purchase of wine in the USA
(Humphreys and Carpenter, 2018):
H3. Social influence positively predicts behavioral intention to accept mobile payment
systems in National Capital Region.

4.4 Facilitating conditions

Use behavior regarding web-based question and answer services was significantly and
positively influenced by facilitating conditions along with behavioral intention (Deng et al.,
2011). Also, as per the findings of Celik (2016), facilitating conditions positively influenced
behavioral intention and use behavior to online shopping. As for e-government services,
facilitating conditions plays a significant role in influencing use behavior (Weerakkody
et al., 2013). Further, in case of UAE facilitating conditions also proved out to be a significant
influencing factor leading to behavioral intention toward adoption of e-government
services (Rodrigues et al., 2016). Also, in case of Pakistan as per the responses of consumers,
facilitating conditions proved to be a positive factor influencing e-government services
(Ovais Ahmad et al., 2013). Facilitating conditions also played a major role in influencing
behavioral intention to adopt mobile banking (Oliveira et al., 2014). In the educational
context, facilitating conditions played a substantial role in influencing positive attitude of
pre-service teachers toward computer use (Teo, 2010):
H4. Facilitating conditions positively predicts behavioral intention to accept mobile
payment systems in National Capital Region.

4.5 Hedonic motivation

As per the findings of Ozturk et al. (2016), hedonic value had a significant positive impact on
intention to continue using mobile booking for hotels. Also, hedonic value significantly and
SAJBS directly influenced consumer’s continuance of mobile channels. Also, in case of adoption of
9,1 mobile banking, hedonic motivation emerged out to be a compelling factor
(Boonsiritomachai and Pitchayadejanant, 2017). As far as wearable commerce is
concerned, initial trust toward wearable commerce is significantly derived from hedonic
motivation (Gu et al., 2016).
A study conducted by Nair et al. (2015) discovered that in Malaysian universities, acceptance
94 of ReWIND, a lecture capture system was positively influenced by hedonic motivation:
H5. Hedonic motivation positively predicts behavioral intention to accept mobile payment
systems in National Capital Region.

4.6 Habit
In case of Ghana, habit acts as a significant factor influencing mobile banking adoption
(Owusu Kwateng et al., 2018). Habit has also proved to be an effective indicator for
influencing use behavior of communication and information technology in case of older
adults (Macedo, 2017). As per the findings of Escobar-Rodríguez and Carvajal-Trujillo
(2013), habit acted as a crucial factor in influencing use behavior regarding purchase of
airline tickets online. Habit has also proved as a significant influencer for behavioral
intention for adoption of portals of electronic health records. Also, as per the findings of Dhir
et al. (2018), habit was a strong impelling factor for young people using social networking
sites to tag photos:
H6. Habit positively predicts behavioral intention to accept mobile payment systems in
National Capital Region.

4.7 Behavioral intention

Perceived usefulness and trust play a notable role in ascertaining behavioral intention in
order to adopt mobile commerce (Zhou and Lu, 2011). Alalwan et al. (2016) also found out
that perceived ease of use, perceived risk and perceived usefulness notably influence
behavioral intention of consumers in Jordan to adopt mobile banking. Behavioral intention
has been significantly influenced by effort expectancy, facilitating conditions,
performance expectancy and social influence in case of near field communication
services in mobile phones (Chen and Chang, 2013). As per the findings of Casey and
Wilson-Evered (2012), both performance expectancy and effort expectancy had a positive
influence on behavioral intention to adopt online resolution services regarding family
disputes. Also, behavioral intention was strongly influenced by social influence in case of
mobile learning (2017):
H7. Behavioral intention positively predicts use behavior to use mobile payment systems
in National Capital Region.

4.8 Use behavior

Use behavior for mobile shopping through smartphones has been confidently impelled by
usage intention (Hubert et al., 2017). For studies regarding executive business studies,
adoption, acceptance and use behavior of lecture capture system is strongly influenced by
factors of UTAUT and UTAUT2. For higher education, self-reported habit had a significant
and positive influence on self-reported frequency of use of electronic learning system
(Agudo-Peregrina et al., 2014). As per the findings of Šumak and Šorgo (2016), post-adopters
of interactive whiteboards amid teachers had a positive attitude, behavioral intention
supported by proper facilitating conditions which led to positive use behavior toward
whiteboards. Also, in case of business schools proper facilitating conditions and positive
behavioral intention led to positive use behavior of Enterprise Resource Planning Software Investigating
(Chauhan and Jaiswal, 2016). Another study conducted by de Haan et al. (2018) discovered consumer
that increased mobile penetration also lead to positive use behavior toward mobile devices. intention
In store mobile use was also linked to positive shopping behavior (Grewal et al., 2018).

5. Methodology
5.1 Research population and sample 95
Population. It embraces all those people who operate mobile payment systems for diverse
purposes. Target population: as per RBI reports, transactions through mobile payment
systems escalated to 21 percent from Rs 11,695 crores in April 2018 to Rs 14,170 crores in
May 2018. Hence, mobile payment system users in National Capital Region (Delhi, Noida,
Ghaziabad, Gurugram) who frequently use mobile payment systems were considered as the
target population.
Sampling method. Judgmental sampling which is non-probability sampling method was
employed in the study. Non-probability sampling was considered because of its feasibility
as compared to purchasing of data from syndicated services. Judgmental sampling is a
technique where “the researcher selects the most productive sample to answer the
research questions” (Marshall, 1996). In the present study, there are some defined criteria
of respondents, i.e.:
(1) They must have a smartphone.
(2) They must be users of mobile payment systems.
(3) As per the findings of Pew Charitable Trust, Generation Z which comprises of
people between 1996 and 2010 have a high degree of comfort while using
mobile payment systems and will represent 40 percent of total mobile payment
system users by 2020. Keeping in mind the fact mentioned above, consumers
under 18 years old are eligible but they must use these systems under the guidance
of their parents.
Sample size. In the modern era, online web surveys have become a ubiquitous source for
accruing academic research data. Google forms and Survey Monkey are the most admired
sources of fabricating online surveys. A hyperlink of the survey form alongside a survey
note expounding aim of the study was distributed amid the target population using diverse
social media applications (Facebook, LinkedIn), various mobile applications such as
WhatsApp and Snapchat and also through e-mails. These networks were favored because
of their immeasurable recognition in India. The link of the questionnaire was available to the
target population for a period of one month and respondents could fill the survey form
anytime within this specified period by clicking on the URL provided in the message.
The participants voluntarily filled up the questionnaire. After one month of collection of
valuable data, unhelpful data were eliminated which comprised of duplicate and imperfect
responses. Total responses received were 304 out of which 276 responses were appropriate.
As described by Hair et al. (2011), minimum sample requirements for PLS-SEM is ten times
the maximum no. of structural paths addressing a latent variable in structural model. In the
present study, the current paths are six thus the sample size is adequate.

5.2 Measurement development

The questionnaire concocted for this study was apportioned into two segments: construct
items and demographic profile of the respondents. In order to build scales for evaluating key
antecedents of UTAUT2 recognized in the study, statements were ameliorated from past
studies and were modified as per the requirements of the present study. All statements were
SAJBS evaluated on a nine-point Likert scale, ranging from “strongly disagree” (1) to “strongly
9,1 agree” (9). A nine-point Likert scale has been adapted for this study as higher comparative
variance is produced by it as compared to other scales (Finn, 1972). Just before carrying out
the principal survey, a pilot test was performed which embraced 52mobile payment
system users from various age groups throughout National Capital Region (Delhi, Noida,
Ghaziabad, Gurugram). The jargon of the scales, the size of the survey instrument and
96 framework of the questionnaire were rectified in the pilot test process to achieve the
irrefutable edition of the survey. Last but not the least, to minimize plausible imprecision
and obscurity in the items, another pilot test embracing 76Mobile payment system users
was carried out. The results of the pilot tests demonstrated satisfactory reliability and
validity of the measurement scale (Table I).

5.3 Statistical tool

In order to estimate and scrutinize the research model, PLS-SEM was employed (see
Figure 2 for research model). Chang et al. (2016) mentioned that PLS-SEM is a statistical
technique which has obtained huge acceptance among academic researchers. PLS-SEM has
been preferred over CB-SEM as it is more advantageous for exploratory research and theory
development (Cocosila and Trabelsi, 2016). Also, as said by Dedeke (2016), PLS-SEM helps
in uncovering predictive causal relationships among various variables in the research model
rather than confirming an established theory. Hierarchical latent variable model will be
experimented in this research which will predominantly focus on two imperative properties
of it, i.e. levels in the model (Rindskopf and Rose, 1988) and relationships amid the latent
variables or constructs (Edwards, 2001; Jarvis et al., 2003; Ringle et al., 2012; Wetzels et al.,
2009). Also, as suggested by Anderson and Gerbing (1988), first, measurement model is
assessed to find out reliability and validity of constructs and after that structural model is
assessed in order to test the hypotheses formed.

6. Analysis and results

6.1 Demographic sketch of respondents
Table II typifies the complete demographic profile of respondents. Unmistakably, Table II
depicts that out of the total sample, almost half of the respondents are among 15 and
20 years of age and male respondents are more than female respondents.

6.2 Common method bias

Common method bias is considered as one of the major causes of measurement error in
research as it poses a serious threat to validity of conclusions (Bagozzi and Yi, 1991). Since
it can have a critical impact on the reliability of data, its measurement is extremely
necessary. For this particular study, Harman’s single factor has been employed which
is considered as one of the most used tools for determining common method bias

Construct Adaptation

Performance expectancy Alalwan et al. (2017), Tak and Panwar (2017)

Effort expectancy Alalwan et al. (2017), Tak and Panwar (2017)
Social influence Alalwan et al. (2017), Thakur and Srivastava (2013), Tak and Panwar (2017)
Facilitating conditions Alalwan et al. (2017), Thakur and Srivastava (2013)
Hedonic motivation Alalwan et al. (2017), Tak and Panwar (2017)
Habit Alalwan et al. (2018), Tak and Panwar (2017)
Table I. Behavioral intention Alalwan et al. (2018), Oliveira et al. (2016), Tak and Panwar (2017)
Scale adaptation Use behavior Tak and Panwar (2017)
Measure Items Frequency Percentage
Investigating
consumer
Age 15–20 122 45.69 intention
21–25 86 32.21
26–40 53 19.85
W 40 6 2.25
Gender Male 149 55.81
Female 118 44.19 97
Frequency of usage Once a month 64 23.97
Twice a month 60 22.47
Thrice a month 63 23.60
More than 3 times a month 80 29.96
Reason to use Security 63 23.60
Easy access than cash 91 34.08
Easier to track transactions 54 20.22
Quick to access account 59 22.10
Timespan of usage Less than 1 year 67 25.09 Table II.
1–2 years 70 26.22 Demographic
2–3 years 72 26.97 summary of
More than 3 years 58 21.72 the sample

(Aulakh and Gencturk, 2000). In this approach, all the variables used in the study are
loaded into a single factor and tested through principal axis factoring without any rotation
to check the cumulative variance of the single loaded factor (Andersson and Bateman,
1997). The result of Harman’s single factor test for this study was 41.28 percent which is
less than 50 percent. Pertaining to the result it can be concluded that there is no common
method bias present in the current study.

6.3 Research model analysis

To scrutinize the measurement model, measurements such as composite reliability,
convergent validity test and discriminant validity test were conducted. These tests assist in
finding out the correlation among latent constructs and their corresponding indicator
statements. As described by Tan et al. (2017), convergent validity is an indicator of
association among assessment measures and with other related measures. According to
Fornell and Larcker (1981), value of Cronbach’s α and composite reliability originated from
the model were superior than 0.7 and 0.8, respectively, which unquestionably signified high
degree of internal consistency within the model. Furthermore, values of convergent validity
test which are a resultant of AVE or average variance extracted had values superior than
0.6 (see Table IV ) which denoted that values obtained were appropriate (Bagozzi and Yi,
1988). Alongside convergent validity, factor and cross-loadings were also assessed (see
Table III and Figure 3).
The results are shown in Table III.
Also, according to Gefen et al. (2011), the proposed value of composite reliability is
superior than 0.70 which is to be calculated for each construct. In Table V, all the constructs
had the value of composite reliability higher than 0.7. Value of Cronbach’s α for all the
constructs was more than 0.7 which indicated high degree of reliability for the model
(Nunnally and Bernstein, 1994). As suggested by Thong (2001), discriminant validity means
the degree to which statements differentiate between constructs; it is calculated by
comparing correlation between any two variables with square root of average variable
explained or AVE. In Table V, the square root of average variance explained is higher than
the correlation coefficients with other factors, which corroborates that discriminant validity
of the model has been attained (Table IV ).
SAJBS Factors
9,1 Research construct Item Factor loading AVE Composite reliability Cronbach’s α R2

Use behavior UB1 0.8892 0.7885 0.9371 0.9106 0.244

UB2 0.889
UB3 0.8797
UB4 0.8939
98 Behavioral intention BI1 0.8639 0.7513 0.9236 0.8896 0.822
BI2 0.8708
BI3 0.859
BI4 0.8732
Performance expectancy PE1 0.8587 0.7343 0.917 0.8794
PE2 0.8606
PE3 0.8671
PE4 0.841
Effort expectancy EE1 0.8771 0.7726 0.9315 0.9019
EE2 0.8768
EE3 0.8785
EE4 0.8834
Social influence SI1 0.8514 0.7424 0.9202 0.8843
SI2 0.8662
SI3 0.855
SI4 0.8736
Facilitating conditions FC1 0.8571 0.7527 0.9241 0.8904
FC2 0.8794
FC3 0.8538
FC4 0.8796
Hedonic motivation HM1 0.8907 0.7801 0.9141 0.859
HM2 0.8738
HM3 0.8851
Habit HA1 0.8671 0.7627 0.9278 0.8963
HA2 0.8761
HA3 0.8694
Table III. HA4 0.8806
Cross-loadings Notes: n ¼ 267. BI, behavioral intention; EE, effort expectancy; FC, facilitating conditions; HA, habit; HM,
and AVE hedonic motivation; PE, performance expectancy; SI, social influence; UB, use behavior

6.4 Structural model analysis

To scrutinize the structural model, several hypotheses were constructed. Those research
hypotheses were examined using PLS-SEM bootstrapping approach. Through bootstrapping
approach, t-statistics were obtained which were used to examine the hypotheses formulated
and conclude whether they were supported or not. The standard value of t-statistic to validate
the hypotheses must be superior than or equal to 1.96. As per the results of current study,
t-statistic value of five (H1, H2, H4, H6, H7) hypotheses was superior than 1.96 which
authenticates that all the hypotheses formulated were substantiated. The two hypotheses
which were not supported were H3 and H5 (see Table V ). Also, according to the results
derived, PE, EE, SI, FC, HM and HA predicted 88.2 percent (R2 ¼ 0.882) of behavioral
intention. Behavioral intention predicts 24.4 percent (R2 ¼ 0.244) use behavior. All the
predictor variables, i.e. PE ( þ ¼ 0.143), EE ( þ ¼ 0.200), SI ( þ ¼ 0.125), FC ( þ ¼ 0.152), HM
( þ ¼ 0.142) and HA ( þ ¼ 0.340) are positively behavioral intention which is the criterion
variable. Similarly, behavioral intention ( þ ¼ 0.494) had a persuasive and progressive
relationship with use behavior. Out of seven hypotheses, H7 had the highest t-value (t ¼ 5.3)
which indicated that behavioral intention leads to use behavior was most strongly supported.
Also, H3 (R ¼ 0.125) and H5 (R ¼ 0.142) which were not supported as per the results had the
lowest R values which indicated weak relationship with behavioral intention.
 PE1
0.859
Investigating
PE2 0.861
0.867
0.000
consumer
intention
0.841
PE3
PE
PE4
0.143 BI1 BI2 BI3 BI4
EE1
0.877
0.864 0.871 0.859
0.873
EE2 0.877 0.000
0.879
0.200
EE3 0.883

EE4
EE
0.882
99
0.125 BI
SI1
0.851

SI2 0.866 0.000

0.855 0.494
0.152
SI3 0.874
SI
SI4
0.142 UB
FC1 0.244
0.857

FC2 0.879 0.000

0.854 0.340

0.880 0.889 0.889 0.880 0.894

FC3
FC
FC4
UB1 UB2 UB3 UB4
HM1 0.891
0.874
0.000
HM2 0.885

HM3 HM

HA1
0.867
HA2 0.876 0.000
0.869
Figure 3.
PLS-SEM model
HA3 0.881
HA
HA4

BI EE FC HA HM PE SI UB

BI 0.8667
EE 0.5465 0.8789
FC 0.5778 0.5659 0.8675
HA 0.4112 0.5412 0.4558 0.8733
HM 0.4567 0.4534 0.4609 0.4120 0.8832
PE 0.5998 0.5347 0.4367 0.5212 0.4334 0.8569
SI 0.5223 0.4909 0.4267 0.4899 0.4589 0.5676 0.8616
UB 0.4942 0.4277 0.3390 0.4647 0.4399 0.4074 0.4043 0.8879 Table IV.
Note: Numbers in italic are square root of AVE Discriminant validity

Original sample Sample mean SD SE t-value Remarks

BI→UB 0.4942 0.5008 0.0919 0.0919 5.3767 Supported

EE→BI 0.2 0.1841 0.0914 0.0914 2.1873 Supported
FC→BI 0.2401 0.2111 0.1026 0.1026 2.3401 Supported
HA→BI 0.34 0.3457 0.1336 0.1336 2.5461 Supported
HM→BI 0.1421 0.1369 0.1032 0.1032 1.3776 Not Supported
PE→BI 0.2389 0.2234 0.0982 0.0982 2.3284 Supported
SI→BI 0.1252 0.125 0.0997 0.0997 1.2557 Not Supported Table V.
Note: t-value indicates acceptance and rejection of respective hypotheses Hypothesis testing
SAJBS 7. Discussion and conclusion
9,1 The current study emphasizes on certain aspects of behavioral intention such as knowledge
and skills of users (Tsai and LaRose, 2015), effortlessness for users, enjoyment to users,
social consequences faced by users (other people might dislike the use of something)
(Lim, 2003) and infrastructure availability to users (Smitha et al., 2012) together in case of
mobile payment systems through key antecedents of UTAUT2. As per the results of key
100 antecedents of UTAUT2 and cross-loadings (Table III), all the factors explored were
important in ascertaining behavioral intention and use behavior toward mobile payment
systems in national capital region. Through path analysis it can be unambiguously
observed that all six variables, i.e. performance expectancy, effort expectancy, social
influence, facilitating conditions, hedonic motivation and habit which are the variables of
influence have a compelling R2 value (R2 ¼ 0.882) which indicates that these factors taken
together are quite effective in predicting behavioral intention. Also, behavioral intention as a
variable of influence has a compelling R2 value (R2 ¼ 0.244) which indicates that it is quite
effective in predicting use behavior toward mobile payment systems.
This study suggests that four (effort expectancy, habit, effort expectancy and facilitating
conditions) out of six factors have effective relationship with behavioral intention to accept
and adopt mobile payment systems. As per the responses and the results derived, habit
( þ ¼ 0.340) is the most persuasive predictor of behavioral intention. It can be inferred from
that as the current generation is more and more into use of smartphones for almost every
task, they have developed a habit for conducting a variety of transactions through mobiles.
It can be due to certain factors such as convenience of using it anytime, user-friendly
interface, presence of more and more of widgets for accompanying the transactions with
some messages, emojis and other add-ons.
The above-derived result is in relation with another study by Chipeva et al. (2018) in which
habit had a strong influence on behavioral intention toward digital divide among eastern and
western Europe. After habit, the second strongest predictor for behavioral intention is effort
expectancy ( þ ¼ 0.200). It can be inferred that consumers find mobile payment systems
effortless and convenient to use as compared to other means such as cash, debit and credit cards
(Balachandran and Tan, 2015). Huge amount of cash is difficult to carry everywhere and is also
not safe. In case of debit and credit card it takes more time as compared to mobile payments due
to more number of steps in the transaction procedure and hence requires more effort.
Mobile payment systems are free from these limitations. This result is also validated by
another research by Chu (2013) in which the author found out that effort expectancy was a
strong predictor of behavioral intention in case of internet innovation. Both performance
expectancy ( þ ¼ 0.143) and facilitating conditions ( þ ¼ 0.152) were weighty predictors of
behavioral intention. Here, performance expectancy indicates that while using mobile
payment systems increases consumer’s knowledge about applications and in turn also
increase their productivity and helps in conducting transactions quickly. It enables the
consumer to use this technology anywhere and anytime which enhances the overall
performance of the individual. As far as facilitating conditions go it unambiguously tells us
that most of the consumers who had participated in the survey have latest technology
available with them in the form of high-tech laptops, smartphones, application of advanced
applications required for conducting transactions, etc., along with the high-end tech
available, another thing available is the quick and hassle-free customer support from these
organizations who gives handling consumer grievances top priority and generates positive
word of mouth. This finding can be related to another study by Maillet et al. (2015) in which
both performance expectancy and facilitating conditions positively predicted satisfaction of
nurses in using electronic patient record. Also, behavioral intention ( þ ¼ 0.494) emerged as a
substantial predicting factor of use behavior. It clearly indicates that positive behavioral
intention leads to positive use behavior toward something.
 In this study, it has also been observed that two hypotheses fabricated were not Investigating
supported. As per the findings, both hedonic motivation ( þ ¼ 0.142) and social influence consumer
( þ ¼ 0.125) did not prove to be substantial predicting factors of behavioral intention to intention
accept and adopt mobile payment systems. Since social influence is a voluntary action and
not a mandatory action, prospects of fulfillment of other’s expectations is only possible if
users receives a reward for their behavior (Venkatesh et al., 2003; Shaw and Sergueeva,
2019). As far as hedonic motivation goes, the results indicate that users did not felt 101
enjoyable, delighted, excited by using mobile payment systems. They were pleased using
these systems but they did not have the feeling of being electrified or being thrilled by using
mobile payment system’s interface, add-ons, etc. Although most of the sample consist of
youth but due to missing of thrill and excitement while using these systems hedonic
motivation is low. Another study where hedonic motivation was not accepted as a
noteworthy factor to predict behavioral intention was performed by Oliveira et al. (2016).
Furthermore, talking about hypotheses formed the most strongly supported hypotheses
was H7 which tells us that behavioral intention to accept mobile payment systems
positively influences use behavior toward mobile payment systems.
Mobile payment systems have become a trendy source of conducting transactions in
National Capital Region (Delhi, Noida, Ghaziabad, Gurugram) after demonetization. Its
popularity has become prevalent not only among the youth but also among elder population
due to its convenience and less technicality as compared to credit and debit cards and net
banking. Various factors have led to the emergence and tremendous popularity of mobile
payment systems. Most of them were clubbed together and tested using UTAUT2 in this
study. This study has aided a better explanation for acceptance of mobile payment systems
and its usage among consumers in Delhi. It has clearly highlighted that regular use,
availability of abundant infrastructure, increase in performance and productivity of
individual and characteristic of being less burdensome makes mobile payment systems a
marvelous technology for conducting transactions.

8. Managerial implications
While the concept of digitalization is becoming multitudinously widespread and
captivating worldwide, a considerable push and dispersion of this vital idea within Indian
economy can have an extraordinary influence on performance of Indian economy.
A prominent and logical initiative has been considered by Indian Government involving
this idea. The name of this Indian Government’s grand initiative is “Digital India”.
This initiative has made maximum number of government services digital and also has
led to escalation of enterprises providing digital services. This research has
predominantly concentrated on ascertaining and authenticating several factors that
promote behavioral intention and use behavior to accept and use mobile payment systems
which are already elucidated above in the study.
Habit ( þ ¼ 0.340) was the most influential predictor of behavioral intention which
indicates that consumers are not just casually using these systems. Consumers have been
using these systems consistently, this statement is supported by demographic results (see
Table II). It can be distinctly observed that majority of the consumers have been operating
mobile payment systems more than three times a month and between two and three years,
i.e. roughly after the initiation of demonetization (see Table II). It is a positive sign for
enterprises within this business as habit of using these systems on recurring basis increases
the business of these enterprises. Enterprises can grasp this opportunity by increasing
the quality and quantity of add-ons in these systems to make them more desirable. These
add-ons can include effervescent interface, providing maximum utilities so that consumers
do not move back to alternatives such as cash and plastic money, offering schemes and
organizing challenges with rewards to keep the consumers attracted toward these systems.
SAJBS Habit was followed by effort expectancy ( þ ¼ 0.200) which came out to be the second most
9,1 prominent factor predicting behavioral intention to accept mobile payment systems. It
unambiguously indicates that consumers had high degree of expediency after using mobile
payment systems. They found out these quite convenient due to hassle-free user interface and
functions and availability of abundance of required help in order to operate these systems.
Enterprises can grab this momentous opportunity by using advanced algorithms in order to
102 make the transaction process and other features more practical hereby reducing human effort
without compromising safety and exactitude of mobile payment systems. Machine learning
which is quite popular in recent times, application of which can be applied to these systems in
order to reduce repetition of some kind of transactions which have to be conducted in a
pattern or on a loop, for example, monthly and weekly transactions bearing same amount and
same recipient. Also, tool tip text can be added to all the functions of the payment systems so
that user understands the functionality of the feature by reading it.
Both performance expectancy ( þ ¼ 0.143) and facilitating conditions ( þ ¼ 0.152) have
positively predicted behavioral intention to accept mobile payment systems. Positive
facilitating conditions imply availability of adequate and appropriate infrastructure in
the form of gadgets such as smartphone and other electronic devices that support payment
systems which can get available through mobile marketing campaigns (Ooi and Tan, 2016).
Positive performance expectancy implies that consumers, after using mobile payment
systems, feel that it is secure, knowledgeable and overall enhancing their productivity. By
this response the enterprises can consider adding more security options such as assigning a
specific code to each ID for conducting transactions so that only original user of a particular
account can conduct transactions through it, using facial, eye or fingerprint recognition to
make and receive payments, by fixing a specific amount which can be used for payment and
also that can be received on daily basis, more preference must be given to One Time
Password’s for conducting individual transactions in order to enhance performance
expectancy. Also, certain small videos must be added so as to tell the consumers how to
use a feature and increase consumer knowledge and overall productivity. As far as
facilitating conditions goes, enterprises must ensure that mobile payment system
applications are made for all types of devices running any type of software along with
regular updates for their smooth functioning. Also, as per the results, behavioral intention
( þ ¼ 0.494) is a strong predictor of use behavior. Hence, all the enterprises must focus on
increasing positive behavioral intention in order to ascertain positive use behavior.
In the above study, we also found out that both social influence ( þ ¼ 0.125) and hedonic
motivation ( þ ¼ 0.142) were weak predictors of behavioral intention to accept mobile payment
systems. As far as social influence is concerned, it clearly depicts that consumers are not using
these payment systems due to encouraging referrals from friends and family which is a vital
aspect of social influence. Although in the study, major portion of respondents comprised of
youth population below the age of 25 but still social influence is not significant. Organizations
must keep a note of this and try to make these systems more popular among youth by adding
some high-tech add-ons and features so that youth can get attracted to them and give a
positive word of mouth. But, it should be kept in mind that all decisions must be taken
considering all age groups. Discussing about hedonic motivation, consumers are pleased while
using these systems but they are not delighted, excited, etc., after using these systems which
can lead to stagnant use of these systems after a certain period of time (see Table V )
(t-value ¼ 1.37). It can be overcome by enterprises by introducing graphical figures to depict
various functions of these systems such as for shopping payment show a cart or shopping
bag on the icon, for transferring of money on a particular festival use a symbol that signifies
that festival on the icon, etc. Another alternative is to add mobile coupons such as food,
shopping coupons, etc., to promote more mobile payment transactions as around 33 percent
millennials prefer mobile coupons (Shankar et al., 2016).
 Hence, all the above factors study are crucial in creating a positive behavioral intention Investigating
to generate positive use behavior toward mobile payment systems. If the above factors are consumer
studied carefully and continuous improvements and innovation is made in their application intention
then they can lead to high customer generation for mobile payment system enterprises.

9. Limitations and future study

Regardless of the importance of this study which is one amid a small number of 103
studies that has reviewed and analyzed behavioral intention to accept and use
behavior toward mobile payment systems in a competent and progressing nation like
India, there are yet certain limitations present which can be downtrodden in future. First,
we can articulate that the results achieved after analysis were substantial only toward
those nations where mobile payment systems are not abundantly accepted or have just
arisen. This study is not substantial for nations where mobile payment systems are
extremely admired or are already accepted for some time. Further exploration on this
subject in other nations will substantiate and approve this study. Second, the respondents
in this study primarily embraced youth population under the age of 40. Further studies
can be carried out to study about people exceeding age group of 45 to get perceptions
about the outlook of this consumer classification toward mobile payment systems. Third,
nature of this study is cross-sectional, i.e., it does not represent variations in consumer’s
attitude over a period of time. These variations can be examined and analyzed by
employing longitudinal study. The authors of this paper recommend future scholars and
researchers to employ longitudinal study to attain more scrupulous information about
attitude toward acceptance of mobile payment systems by consumers in National Capital
Region. Lastly, a factor of UTAUT2, i.e., price value was not used in this study as it was
not meaningful to be used for mobile payment systems. Future researchers are urged to
use price value factor in their study when applying UTAUT2 to enrich their study
and findings.

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(The Appendix follows overleaf.)

SAJBS Appendix. Questionnaire
9,1

112
Investigating
consumer
intention

113
SAJBS About the authors
9,1 Kanishk Gupta is Student pursuing Msc in Big Data Analytics for Business at IESEG School of
Management and completed his BBA from Vivekananda Institute of Professional Studies. His area of
expertise includes market research and data analytics and big data tools. Kanishk Gupta is the
corresponding author and can be contacted at: kanishkgupta898@gmail.com
Dr Nupur Arora is currently working as Assistant Professor at Vivekananda Institute of
Professional Studies affiliated to Guru Gobind Singh Indraprastha University. She is Gold Medalist
114 in MBA (Insurance) from Amity University. Her area of expertise is insurance, marketing and
consumer behavior.

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