Attitude towards mobile wallet

Abstract

Mobile wallet is an emerging category which offers a complete replacement of the physical wallet. They have gained lot of attention and popularity in the last couple of years. This is due to its usefulness and the benefits it offers. They facilitate mobile payments, digital cash, coupons and various transactions which can be carried out with the click of a button. Mobile wallets provide flexibility in terms of time and place to do the transactions. Consumers don t need to carry physical cash anymore, while retailers get another way to reach consumers and boost sales. While there are benefits, there are also some challenges or concerns of consumers which is hindering the adoption of the mobile wallets. They most significant of them are the trust and security aspects of mobile wallets. In the project we have tried to study the attitude of consumers towards the mobile wallets. The approach adopted is discussed below. We began with the literature survey to study the attitudinal aspects of consumer behavior and how it is linked to the mobile wallets category. More than 30 journals on attitude, mobile wallets and consumer behavior were studied. From the journals about 40 belief system were identified which was the initial pool to select the final 8 points for the study and the foundation of the survey. Next, research methodology was formulated deciding upon the sampling and scaling options. A 5 point semantic differential scale was chosen for the survey. Survey results were analyzed to study the belief systems of the consumers. Based on the analysis there are some recommendations for the existing mobile wallets and the new players in the category.