TY  - JOUR
TI  - The Impact of Consumer Culture on Innovation Adoption in Developing Countries
T2  - Foresight and STI Governance
IS  - Foresight and STI Governance
KW  - UTAUT2
KW  - Multi-Criteria Decision Making
KW  - fuzzy AHP
KW  - mobile payment
AB  - There is limited research on the factors that influence people’s continued use of mobile payments in developing countries, and it is likely that these factors vary from country to country. This study aims to explore how the factors affecting the continued use of mobile payments differ between Jordan and India, using the Unified Theory of Acceptance and Use of Technology (UTAUT2) as a framework. Additionally, this study extends the UTAUT2 model by including other factors such as trust, advertising value, payment culture, awareness, smartphone experience, and satisfaction. The study employs the fuzzy Analytic Hierarchy Process (AHP) approach to rank the factors that affect the intention to continue using mobile payments. The results suggest that price value and payment culture have the greatest influence on both Jordanian and Indian perceptions. Furthermore, habit was found to be the third most important factor affecting Jordanian perceptions, while smartphone experience was the third most significant factor affecting Indian perceptions.
AU  - Bilal Eneizan
AU  - Santosh Saraswat
AU  - Abdul Hafaz Ngah
AU  - Odai Enaizan
AU  - Asaad Alsakarneh
UR  - https://foresight-journal.hse.ru/en/2023-17-3/858939643.html
PY  - 2023
SP  - 32-43
VL  - 17