Degree of Awareness and the Antecedents of the Digital Media Platform: The Case of Mobile Wallets

Abstract

Digitalization—a technology-driven innovation—is shaping the future of the economy and society at large. The impact of digitalization on digital payment industry has been phenomenal. The purpose of this article is (i) to examine the degree of awareness associated with mobile wallets and its relationship with demographic variables and (ii) to build a logistic model to predict the attitude towards mobile wallet using a group of antecedents. A total of 744 responses were obtained. Convenience and purposive sampling were used. The results show that 69% of the respondents had high awareness level with respect to mobile wallets. Further, it was found that out of the various demographic variables under consideration only gender, occupation and income significantly impact awareness levels. It was also revealed that awareness levels, perceived usefulness, trust, security and lifestyle compatibility are strong and significant predictors of attitude towards mobile wallets. The predictive ability of the model as is 89.11%, which is satisfactory. This study provides a framework for academicians to understand awareness, user behaviours and attitude related to mobile wallets. It can also guide mobile service providers to focus on important factors affecting user’s adoption decision.