Investigating U.S. consumers' mobile pay through UTAUT2 and generational cohort theory: An analysis of mobile pay in pandemic times

Abstract

This study investigates the differences in usage intentions and actual use behavior for m-pay pre-covid (2019) and during the Covid pandemic (2021). Furthermore, it examines the generational differences in m-pay behavior during the COVID-19 pandemic. The study extended the theoretical model of UTAUT2 with risk and generational cohorts (baby boomers, gen x, and millennials). Data was collected from 2,324 U.S. participants, and the proposed model was analyzed using structural equation modeling. The results show a significant difference in m-pay behavior pre-covid versus the Covid pandemic. Additionally, the cohorts' behavioral intention and use behavior toward m-pay differed, with baby boomers and millennials sharing similar behavior compared to generation X. This study highlights the pandemic's impact on shifting m-payment behaviors and the need to target m-payments payment behavior by generation.