Enablers and Inhibitors of Mobile Payments in Rural India: a Dual-Factor Theory Perspective

This study aims to address the scant research on emerging economies, especially the rural population, which are expected to drive the significant growth of mobile payment services. We developed a research model using dual-factor theory as an overarching umbrella by considering the users’ perception of both enablers and inhibitors of mobile payments. The enablers and inhibitors of mobile payments were drawn from the extant literature, driving users’ satisfaction and leading to continued usage. To test the proposed research model, we collected responses from 412 respondents from rural settings in India. The study finds that the enablers positively affect satisfaction, and the impact of inhibitors was negative. The findings validate the importance and existence of inhibitors along with enablers of mobile payments. The findings would benefit the government, policymakers, marketers, and other stakeholders interested in digitization of the rural economy, empowerment of rural people, and rural market penetration.