Abstract:
The study aims to better understand the various technology readiness segments by assessing how their readiness relates to demographics variables and their adoption, attitude, ease-of-use, usefulness and continuance intention to use mobile payment apps using the technology readiness index. Using a convenience sample of 416 from a consumer panel, a two-step cluster analysis shared similarities with three of the original technology readiness segments (pioneers, paranoids and explorers) while the other two segments clustered together into a fourth segment, hesitant-sceptics. The results indicate that South African mobile users are ready to use mobile payment applications, with the ‘explorer’ emerging as the best segment to target due to optimism levels, while the hesitant-sceptic segment represent the key to unlocking the real potential value of mobile payment apps. Understanding different segments provides marketers with the opportunity to select viable segments and to customise strategies to increase uptake and continued use according to customer needs.
