2025, Vol. 6, Issue 2, Part R
Bridging the digital divide: Determinants of mobile payment adoption and continuance intention in rural retail contexts
Author(s): Pooja and Sushil Chauhan
Abstract: Mobile payments are rapidly transforming retail transactions in India, but rural adoption and continuance vary. This study examined 101 rural retailers using the Technology Acceptance Model (TAM). Descriptive results showed high adoption (89%) and favorable attitudes toward ease of use, usefulness, and security. Reliability analysis indicated acceptable to good consistency, with continuance intention (CI) lower due to limited items. Correlation and regression analyses revealed perceived ease of use (PEOU) as the strongest predictor of current adoption, while continuance intention was best explained by PEOU and perceived usefulness (PU). Education emerged as a significant factor, with graduates and postgraduates reporting higher CI than less-educated groups. Overall, the findings highlight the centrality of ease and usefulness in driving both adoption and sustained usage. The study underscores the need for user-friendly designs and awareness initiatives to strengthen digital finance in rural markets.
DOI: 10.22271/27084515.2025.v6.i2r.893
Pages: 1650-1654 | Views: 34 | Downloads: 16
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How to cite this article:
Pooja, Sushil Chauhan. Bridging the digital divide: Determinants of mobile payment adoption and continuance intention in rural retail contexts. Asian J Manage Commerce 2025;6(2):1650-1654. DOI: 10.22271/27084515.2025.v6.i2r.893
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