The effect of government regulations on continuance intention of in-store proximity mobile payment services. Issue 1 (3rd May 2019)

• Record Type: Journal Article
• Authors: Verma, Surabhi; Chaurasia, Sushil S.; Bhattacharyya, Som Sekhar
• Is Part Of: International journal of bank marketing. Volume 38:Issue 1(2020)
• Page Start: 34
• Page End: 62
• Publication Date: 2019-05-03
• Subjects: India -- Government regulations -- Emerging markets -- Theory of planned behaviour -- Merchant pro-activeness -- Mobile payment services -- Moral norm -- Norm-activation model; Bank marketing -- Periodicals; Financial services industry -- Marketing -- Periodicals; 332.106888
• DOI: 10.1108/IJBM-10-2018-0279
• Languages: English
• ISSNs: 0265-2323

Abstract

Abstract : Purpose: This study proposed and tested three comprehensive models of the usage intention of proximity mobile payment services after a government regulation, by integrating the theory of planned behaviour (TPB) and the norm-activation model (NAM). The purpose of this paper is to investigate the effects of moral norms, merchant pro-activeness and perceived government regulation (demonetisation) on users' continuance intention of proximity mobile payment services. Design/methodology/approach: In total, 387 users of proximity mobile payment services in India were surveyed using a structured questionnaire. This study was carried out with shoppers in the Mumbai Metropolitan Region and New Delhi because of the diverse and large population of these cities. Findings: The results of this study indicated that: integrating the variables of NAM into the original TPB model enhanced the prediction effect; perceived demonetisation regulation exerted a direct determinant effect as well as moderate effect on continuance usage intention of mobile payment services; also, extended TPB model with perceived demonetisation regulation as moderator could satisfactorily predict the continuance usage intention. Research limitations/implications: The results provided insightful evidence for the government and policymakers to outline more effective mandatory regulation policies. Originality/value: This investigation attempts to enhance the theoretical understanding of the antecedents of in-store proximity mobile payment services after government regulation (demonetisation) in India.