Page 29 - IIMV Newsletter_30 May 2024

RESEARCH @ IIMV

A qualitative research design is used to explore the enablers and
inhibitors that influence BOP consumers’ m-payment adoption and
usage intention. To collect the qualitative responses, semi-structured
in-depth interviews with BOP respondents were conducted. The
thematic analysis using the text mining technique will be used to

analyse qualitative data for exploring the predominant factors
affecting m-payment adoption intention and usage. Findings: The
results suggested awareness, social influences and self-efficacy
as crucial enablers and privacy and security risks and vulnerability
concerns as crucial inhibitors towards m-payment adoption and
usage. Originality/value: As a novel contribution to the BOP, financial
inclusion, sustainable development goals and m-payment literature,

this study unfolds several unknown perceived benefits and perceived
sacrifices that influence the BOP consumers’ m-payment adoption
intention and usage. The study’s findings help the government and
banks formulate and implement strategies to achieve financial
inclusion among BOP consumers. Click here for the paper.

4. Consumer privacy in smartphones: a systematic
literature review

R B.U., Shome S., Amit Shankar., Pani S.K.
Published in Journal of Consumer Marketing (ABDC-A)

This study aims to provide a systematic review of consumer
privacy literature in the context of smartphones and undertake
a comprehensive analysis of academic research on this evolving
research area. Design/methodology/approach: This review synthesises
antecedents, consequences and mediators reported in consumer
privacy literature and presents these factors in a conceptual framework
to demonstrate the consumer privacy phenomenon. Findings: Based

on the synthesis of constructs reported in the existing literature,
a conceptual framework is proposed highlighting antecedents,
mediators and outcomes of experiential marketing efforts. Finally,
this study deciphers overlooked areas of consumer privacy in the
context of smartphone research and provides insightful directions
to advance research in this domain in terms of theory development,
context, characteristics and methodology. Originality/value: This study

significantly contributes to consumer behaviour literature, specifically
consumer privacy literature. Click here for the paper.

26 VOL.5/ ISSUE 2, JAN-APRIL 2024