Adoption and Diffusion of Bharat Interface for Money (bhim)

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- Perceived Risk:

Degree to which consumer believes that there is an uncertainty (potential negative output) in adopting the new technology.

Correlation of the three variables with the output (attitude) portrays a clear picture of technology acceptance.[pic 1]

Attitude:

A predisposed mental state regarding a technology with some degree of positivity or negativity, perceived from the external environment16. This governs how a consumer behaves towards a particular technology.

Behaviour:

Consumer intent developed in order to obtain, use or dispose of the offering available to them arising out of attitudes towards that offering.

Degree to which consumer deems a particular technology useful for his performance. This variable influence attitudes of consumer towards a technology.

- METHODOLOGY

To evaluate and analyse the user perception and experience of the BHIM app a survey has been conducted using IIMB Qualtrics tool for design and access. The subjects who participated in the survey are of all age groups across different states and participants accessed the survey through social media networks and direct responses.

Based on the TAM model the questions have been designed to understand the user’s response to BHIM app adoption and their perception about the risk associated, ease of use and usefulness of the app. The overall experience of the app is determined based on these parameters.[pic 2]

The participants needed to respond to demographic questions like age, gender and then the participants have been segregated based on the frequency of usage of BHIM app. The condition being use of BHIM app at least once for the survey to unfold further. The participants were posed with questions based on predictors such as the perceived usefulness has been measured by questions such as “BHIM app helps speed up my payment process?”, for perceived ease of use the questions was as follows “BHIM app runs smoothly irrespective of the Internet connectivity (2G/3G)?” and the app being a payment portal, perceived risk was the critical predictor and the questions included “BHIM app refunds my amount in case of a failed transaction in time” etc. In order to eliminate bias both negative and positive questions have been included. The responses have been captured on Likert scale (5 or 7 point) based on the question. Total 187 complete responses were received out of which 85 responses were of the users who have used BHIM app at least once and these have been considered to proceed with further analysis. To preserve privacy the respondents name has not been captured in the survey.

Appendix 1 provides the questionnaire.

- RESULTS

SPSS tool has been used to analyse the survey data points. There were missing values found in the cases hence they have been replaced using Series Mean method to maintain the mean of the data set.

As mentioned earlier negative questions have been imbibed in the questionnaire (to eliminate the biases) such as “I worry about Cyber-attacks through BHIM”, “Customer support can be improved for BHIM app” etc. Therefore, the recoding of the values has been done to ensure the results are intact.

Cross tabulations have been performed to understand the pulse of the user base and to identify presence of any skew and the relationships with the gender and age with respect to frequency of app usage and the users liking towards Overall app experience. The following figures below illustrate the cross tabulations in detail.

Inference: BHIM app usage among a specific age group is analysed. Ignoring the age group under 18 and 35-55 due to low responses. For 18-24 and 25-34 age groups, most of them are once a month users and usage frequency is similar for both the groups in terms of percentage of responses.

[pic 3]

Inference: BHIM app usage among genders is analysed. Both gender groups have similar usage patterns except that among daily users we find most of them are women. This infers that women use BHIM app on a daily basis when compared to men.

[pic 4]

Inference: The extent to which the age groups liked using BHIM app is analysed. Ignoring the age group under 18 and 35-55 due to low responses. Most respondents are happy with using BHIM platform for payment for the remaining age groups. The trend that the age groups follow is similar but the millennials like using BHIM app more.

[pic 5]

Inference: Degree of likelihood towards BHIM app among genders is different. Males like it more than Females even though females use it more often. App isn’t gender specific but Females find it unappealing.

To ensure the reliability and consistency in the construct of the scale, Likert scale has been opted and based on the Reliability Analysis results shown as follows:

- Perceived Usefulness:

[pic 6]

- Perceived Ease of Use:

[pic 7]

- Perceived Risk:

[pic 8]

(Refer Appendix 3 for detailed Reliability analysis values)

Inference: Cronbach’s Alpha is a measure of internal consistency defining the reliability of set of items in the group.16

Cronbach alpha

Internal Consistency

Alpha > 0.9

Excellent

0.9>Alpha>0.8

Good

0.8>Alpha>0.7

Satisfactory

0.7>Alpha>0.6

Questionable

0.6>Alpha>0.5

Poor

While the two constructs, Perceived usefulness and Perceived risk are internally consistent, we can assume the respondents didn’t quite understand