Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study

Rajibul Hasan (1) , Yinggang Liu (1) , Philip Kitchen (2) , Mizan Rahman (3)

1 ESC [Rennes] - ESC Rennes School of Business
2 University of Salford
3 University of Lincoln

This article investigates the factors influencing mobile payment in China's bottom-of-the-pyramid (BOP) market via in-depth interviews with mobile payment users in several geographic regions in China. This article investigates factors influencing mobile payment adoption in the BOP context. The results show that product bundling, aftersale services, interference from other institutions, perceived corporate integrity, and monopoly and information opaqueness can influence mobile payment adoption in the BOP context. The findings will help practitioners understand and improve mobile payment adoption in the BOP context.

Domaines: Gestion et management

Rajibul Hasan, Yinggang Liu, Philip Kitchen, Mizan Rahman. Exploring consumer mobile payment adoption in the bottom‐of‐the‐pyramid context: A qualitative study. Strategic Change, 2019, 28 (5), pp.345-353. ⟨10.1002/jsc.2289⟩. ⟨hal-02329187⟩