Prof Nikunj Kumar Jain has co-authored a paper titled ‘What drives customers toward proximity payment services? An integrated theory of planned behaviour perspective’. Prof Kapil Kaushik from the Indian Institute of Management Nagpur, Nagpur, and Anita Sharma, from Inkpothub, Jaipur, Rajasthan, are his co-authors. The article has been published in the International Journal of Consumer Studies (ABDC-A category Journal).
The study aims to explore users' opinions on and motivations for using proximity mobile payment (PMP) services by proposing an extended theory of planned behaviour (TPB) model. It also seeks to resolve inconsistencies in PMP adoption studies regarding the role of user's trust in PMP services. A survey instrument was used to collect data from PMP users in a developing country. The data were analyzed using structural equation modeling. This study highlights trust as a mitigator of the negative effect induced by the perceived risk of using PMP services. It also validates that the TPB, coupled with other contextual factors, explains the adoption of PMP services in developing countries.
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