Bridging the digital divide: Consumer engagement with transportation payment apps in emerging economies

• Published in: Journal of consumer behaviour Vol. 23; no. 6; pp. 3011 - 3029
• Main Authors: Farinloye, Temitope, Omotoye, Oluwatobi, Oginni, Adeyemi, Moharrak, Moayad, Mogaji, Emmanuel
• Format: Journal Article
• Language: English
• Published: London Wiley Subscription Services, Inc 01-11-2024
• Subjects: Adoption; Consumer behavior; Cultural factors; Developing countries; Digital divide; Emerging markets; Interfaces; Internet access; LDCs; Mobile commerce; Payments; Technology adoption; Transportation; Nigeria
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.2388

The digital divide remains a formidable challenge in emerging economies, highlighting disparities in technology access and utilisation. This study explores consumer engagement with mobile payment applications for transportation in Lagos, Nigeria, a critical context where these disparities manifest. The research presents consumer perceptions and behaviours using a triangulated approach encompassing ethnographic observation, semi‐structured interviews, and the ALARA model of information search. Anchored in the Engel–Kollat–Blackwell (EKB) theory of consumer behaviour, which depicts the five stages of consumer decision‐making—problem recognition, information search, evaluation of alternatives, purchase decision, and post‐purchase behaviour—this study identifies five key themes: awareness, information search, alternatives evaluation, engagement, and post‐engagement evaluation. Insights from the study reveal that cultural preferences and trust in traditional payment methods significantly influence users' willingness to adopt mobile payment apps. These insights underscore the importance of addressing socio‐cultural factors in technology adoption strategies. The findings highlight the need for an inclusive technological strategy to bridge the digital divide, emphasising the necessity of accessible information channels and user‐friendly interfaces to enhance consumer engagement. Continuous app refinement based on user feedback is crucial for optimising usability. Additionally, a nuanced understanding of socio‐cultural influences on technology adoption is essential for informing policy and business strategies. Overall, this study contributes to understanding technology adoption in emerging economies and provides actionable insights to foster inclusive digital transformations and mitigate the digital divide.