Platform-based mobile payments adoption in emerging and developed countries: Role of country-level heterogeneity and network effects

• 成果类型: Article
• 署名作者: Kumar, V.; Nim, Nandini; Agarwal, Amit
• 署名单位: Indian School of Business (ISB); MICA; University System of Georgia; Georgia State University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-020-00346-6
• 发表日期: 2021
• 页码: 1529-1558
• 关键词: platforms; network effects; Two-sided markets; INSTITUTIONAL THEORY; mobile payments; mobile wallets; emerging and developed countries; culture

摘要

Platform-based payment servicessuch as mobile wallets (Mwallet) provide a unique value proposition to both customers and firms over other digital payment methods. Interestingly, the story of platform-based mobile payments adoption is unfolding differently across countries, with some emerging countries (China and India) outperforming developed countries. Using extant literature in International Business/International Marketing, industry reports, and qualitative interviews, we present a conceptual framework for mobile payments adoption at an aggregate level for customers and retailers. We present a set of hypotheses and derive the explanations using the literature onnetwork effectsandinstitutional theory. We test our framework on a diverse set of 30 countries and confirm the presence of network effects and the differential impact of perceived value, inertia, and culture on the adoption level of innovators and imitators. Importantly, we find a significant level of within- and between-country heterogeneity for mobile payment adoption, which provides further evidence for leapfrogging by emerging countries in the context of the mass adoption of mobile payments. These findings have significant implications for theory and practice in multinational organizations.