Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework

Abstract

Purpose

Despite an exponential rise in the frequency of online payments in India, the cause of consumer resistance towards the WhatsApp payment system (WPS) remains unexplored. This research is aimed at exploring the barriers to the adoption of WPS.

Design/methodology/approach

A research model was proposed using stimulus-organism-response framework and innovation resistance theory. Data were collected from 392 users of the WhatsApp application using the mall intercept technique, which also utilizes digital payment platforms. A co-variance based structural equation modelling was employed to test proposed relationships in this cross-sectional study.

Findings

The study findings indicate that personal innovativeness as a personal stimulus negatively influences the usage and value barrier, while negative word of mouth (NWOM) increases the intensity of tradition and the image barrier. Additionally, value barrier, usage barrier, risk barrier and tradition barrier were found to have a negative influence on the intention to adopt the WhatsApp payment system.

Originality/value

This research is an initial endeavour that sheds light on the consumer cognition resisting the adoption of the WPS.

Citation

Uddin, S.M.F., Kirmani, M.D., Bin Sabir, L., Faisal, M.N. and Rana, N.P. (2024), "Consumer resistance to WhatsApp payment system: integrating innovation resistance theory and SOR framework", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-09-2023-0519