Landscape of Mobile App-Based Transactions in Rural Bangladesh: A Qualitative Analysis

Abstract

The main aim of this study is to depict the factors that influence the adoption of mobile app-based financial transactions and explore the behavioral intention to adopt such transactions. Another aim is to construct a model for adoption willingness that can serve as a foundation for conducting extensive quantitative studies. A qualitative research method is employed in this study, where content analysis is used to analyze the verbatim interview scripts. Following an interpretive research paradigm, this study first explores various barriers and benefits that a smartphone user faces while adopting mobile app-based financial transactions and validates those factors by analyzing 15 interviews conducted through a semi-structured interview guide with participants selected through convenience sampling. By applying both inductive and deductive methods, the interpretive analyses build a theoretical framework comprising a range of factors. Performance expectancy, effort expectancy, economic factors, technology attitude, security, social influence, brand image, e-readiness, government policy, customer buying culture, and promotional offers are the factors to adopt app-based transactions in rural Bangladesh. by capitalizing on the widespread use of smartphones, fostering digital literacy, and addressing key challenges, Bangladesh can create a financial ecosystem that empowers its citizens and fosters inclusive development, which is a significant milestone in the journey towards a smart Bangladesh. The landscape of mobile app-based transactions is a reflection of our evolving relationship with technology and money. The day will come when people will carry only one smart device and all services on it will be immediately available. By adhering to our research methodology, individuals can create a model tailored to the specific context of adoption in any given situation.