A study on the usage of technology-based payment among Pop and Mom retail store owners and consumers in emerging markets

ABSTRACT

This study compares the acceptance of technology-based payment among Mom-and-Pop retail (small retailers) owners and consumers, as technology-based payment is still a problem area in emerging markets like India. Four hundred and eight participants in the consumer category and 220 participants in the retail category participated in this study. The acceptance of technology-based payment among Mom-and-Pop store owners and consumers patronising the same in emerging markets such as India is influenced by experience and service charges of the technology-based payment. The Rational-Adoption Theory (R-A theory) is used to explain the comparative study of digital adoption as a mode of payment among owners and consumers by combining the theory of diffusion of innovations and the rational choice theory.

KEYWORDS:

• Technology-based payment
• Mom-and-Pop stores
• consumers
• demographic variables
• theory of diffusion of innovations
• rational choice theory

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

R. K. Srivastava

R. K. Srivastava has over 30 years of managerial experience in the Pharma industry, published over 195 papers and guided 32 PhD students. He has organised over 10 national and international conferences. He was rated by DNA Newspaper and Star as Innovative Professor of year 2013. Marketing innovation award for 2014 by ABPNews and best Prof in Marketing in 2017, top 100 dedicated Prof at world education congress in 2018