Research Article
Exploring the Adoption Readiness of the Indian Generation for Social Media Payments: An In-Depth Analysis of WhatsApp Payments
@INPROCEEDINGS{10.1007/978-3-031-66044-3_1, author={David Joseph and S. Girish}, title={Exploring the Adoption Readiness of the Indian Generation for Social Media Payments: An In-Depth Analysis of WhatsApp Payments}, proceedings={Pervasive Knowledge and Collective Intelligence on Web and Social Media. Second EAI International Conference, PerSOM 2023, Hyderabad, India, November 24--25, 2023, Proceedings}, proceedings_a={PERSOM}, year={2024}, month={8}, keywords={Social media payment WhatsApp payment FinTech Extended UTAUT2}, doi={10.1007/978-3-031-66044-3_1} }- David Joseph
S. Girish
Year: 2024
Exploring the Adoption Readiness of the Indian Generation for Social Media Payments: An In-Depth Analysis of WhatsApp Payments
PERSOM
Springer
DOI: 10.1007/978-3-031-66044-3_1
Abstract
Advancements in technologies always get higher acceptance among people. Regarding payment technologies, integrating payment facility in the Social Media platform are considered a second-generation payment technology. With the introduction of Hike wallets and WhatsApp payment, unprecedented opportunities are available to the users. In India, with the introduction of WhatsApp on November 2020, the users of FinTech got opened a gateway to social media payment. Social Media payments are considered easy and convenient, but is the Indian generation, especially people born in the internet phase (Gen Y and Gen Z), ready to adopt WhatsApp payment. The current study was done to investigate the elements that contribute to the acceptance and use of the WhatsApp payment service in India. To attain this objective, we used an extended UTAUT2 model with the moderating effect of generation. The data was gathered from 265 respondents and analyzed using the PLS-SEM method. The results of the study outlined that Gen Z is strengthening the moderating effect only between the facilitating conditions of the users and the actual usage of WhatsApp payment. The practical implications and directions for the further research are mentioned in the study.
