Purpose

India has the second highest percentage of mobile wallet adoption driven by availability of affordable smartphones and Internet. Despite a general interest, studies on its adoption have been scarce. This research assumes that user segments exist, each with their own level of maturity, and addresses the question “Are there segments which can be profiled?” Thus, the objectives of the study are to propose a model that explains the attitude of user segments towards its adoption; identify probable user segments and profile them; examine the importance and performance of constructs which influence attitude within each cluster and recommend ways to improve performance.

Design/methodology/approach

This paper employs the constructs from two popular theories on technology adoption, i.e. technology acceptance model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). A synthesis of review of literature on these models, besides two focus group discussions (FGDs), was used to design a pilot instrument. A nationwide survey was conducted, and 744 responses were obtained. Convenience sampling was used to select the respondents. The average scores of various constructs were computed and subjected to hierarchical clustering. Further, k-means clustering was carried out. The demographic profiling of each cluster was done through cross-tabulation and differences related to attitude and intention between clusters were tracked by one-way Analysis of Variance (ANOVA). To determine the relative importance and performance of constructs within each cluster, Importance-Performance Map Analysis (IPMA) using Smart Partial Least Squares (PLS) was carried out.

Findings

The hierarchical clustering resulted in three clusters. The result of k-means clustering was used to label the clusters as Technology Enthusiasts (TE), Technology Sceptics (TS) and Technology Pragmatists (TP). The obtained clusters were found to differ in terms of perception, attitude, intention, behavior, marital status, education, occupation and income levels. With respect to each cluster, it was seen that the top three important constructs are Perceived Usefulness (PU), Security (SEC) and Lifestyle Compatibility (LC) as indicated by the IPMA. The findings indicate that mobile wallet providers should focus on all six constructs, with special focus on PU, SEC and LC. The findings of this study will help mobile wallet providers in customizing their offerings to enhance adoption attitude in all three clusters.

Research limitations/implications

This study examines the perception of students and working professional towards mobile wallet adoption and uses this data for segmentation. However, there could be underlying differences between these two groups, as the motive behind adopting a technology may be different. Thus, treating them as homogenous user segments could be a limitation. Therefore, exploring segments and profiles for each type of user may be an area for future research. Mobile wallet providers should also give utmost importance to perceived usefulness, security and lifestyle compatibility while designing their services. This will not only enhance user trust and compatibility with mobile wallet but also improve the outcomes associated with its usage.

Practical implications

This study will help mobile wallet providers understand the user segments and customize their service offerings.

Originality/value

This study provides a comparison of the respondent profiles of three obtained segments of mobile wallet users. While prior studies have identified segments associated with adoption of technologies like ATM banking, SMS banking, online banking, Internet banking, mobile banking etc., not much has been reported on mobile wallet adoption. To the best of the authors' knowledge, this is a novel study in India, aimed at identifying user clusters among adopters of mobile wallets and developing cluster profiles based on demographic, attitude and intention.

中文翻译：

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重要性绩效地图分析，以提高印度消费者群体对移动钱包采用的态度表现

目的

由于价格合理的智能手机和互联网的普及，印度的移动钱包采用率位居第二。尽管普遍感兴趣，但对其采用的研究很少。本研究假设存在用户细分，每个细分都有自己的成熟度，并解决了“是否存在可以分析的细分？”的问题。因此，该研究的目标是提出一个模型来解释用户群对其采用的态度；识别可能的用户细分并对其进行分析；检查影响每个集群内态度的结构的重要性和性能，并推荐提高性能的方法。

设计/方法/方法

本文采用了两种流行的技术采用理论的结构，即技术接受模型（TAM）和技术接受和使用统一理论（UTAUT）。除了两个焦点小组讨论 (FGD) 之外，还使用了对这些模型的文献综述的综合来设计试点工具。在全国范围内进行了一次调查，获得了 744 份答复。使用便利抽样来选择受访者。计算各种构造的平均分数并进行层次聚类。此外，进行了k-means聚类。每个集群的人口统计分析是通过交叉制表完成的，集群之间与态度和意图相关的差异通过单向方差分析 (ANOVA) 进行跟踪。

发现

层次聚类导致三个聚类。k-means 聚类的结果用于将聚类标记为技术爱好者 (TE)、技术怀疑论者 (TS) 和技术实用主义者 (TP)。发现获得的集群在感知、态度、意图、行为、婚姻状况、教育、职业和收入水平方面存在差异。对于每个集群，可以看出前三个重要结构是感知有用性 (PU)、安全性 (SEC) 和生活方式兼容性 (LC)，如 IPMA 所示。调查结果表明，移动钱包提供商应关注所有六种结构，特别关注 PU、SEC 和 LC。这项研究的结果将帮助移动钱包提供商定制他们的产品，以提高所有三个集群的采用态度。

研究限制/影响

本研究调查了学生和专业人士对移动钱包采用的看法，并使用这些数据进行细分。然而，这两个群体之间可能存在潜在差异，因为采用一项技术的动机可能不同。因此，将它们视为同质的用户细分可能是一种限制。因此，探索每种类型用户的细分和配置文件可能是未来研究的一个领域。移动钱包提供商在设计他们的服务时也应该最重视感知的实用性、安全性和生活方式的兼容性。这不仅会增强用户对移动钱包的信任和兼容性，还会改善与其使用相关的结果。

实际影响

这项研究将帮助移动钱包提供商了解用户细分并定制他们的服务产品。

原创性/价值

本研究对获得的三个移动钱包用户细分的受访者资料进行了比较。虽然之前的研究已经确定了与采用 ATM 银行、短信银行、网上银行、网上银行、手机银行等技术相关的细分市场，但关于移动钱包采用的报道并不多。据作者所知，这是在印度进行的一项新颖研究，旨在识别移动钱包采用者中的用户集群，并根据人口统计、态度和意图开发集群配置文件。