Examining the drivers and deterrents of mobile wallet adoption among rural consumers

This study seeks to investigate the determinants behind the acceptance of mobile wallets among rural retail consumers. Moreover, it expands upon utilising the TAM and UTAUT framework within the context of mobile wallet adoption. The study collected data from 477 rural retail consumers using purposive sampling. The survey was administered using a structured scale adapted and modified from previous research. partial least square is used to validate the scale and test the hypotheses using SmartPLS 4.0. The findings indicate that the perceived ease of use (PEOU), perceived usefulness (PU), perceived trust (PT), and social influence (SI) significantly positively influence individuals' attitudes toward using mobile wallets. Furthermore, PU, trust, SI, and attitude all significantly positively impact intentions to use mobile wallets. Additionally, attitude plays a positive and significant mediator in the relationship between perceived usefulness and mobile wallet usage intention and between SI and mobile wallet usage intention. The implications are discussed in the respective section.