The prevalence of mobile wallets in developing countries: a retailers? perspective

Purpose ? Mobile wallets have become a predominant digital payment method in developing countries, which instigated the interest of many scholars. This study aims to identify the factors that affect the behavioral intention to use mobile wallets from the retailers? underresearched perspective, with a specific focus on the role of awareness of security measures. Design/methodology/approach ? Following a thorough literature review, the authors use the unified theory of acceptance and use of technology model and extend it with trust, perceived customer value and awareness of security measures. Data were collected from 183 Jordanian retailer using an online survey, and were analyzed using the partial least squares structural equation modeling technique. Findings ? The results indicate that social influence is a primary driver influencing retailers? intention to use mobile wallets, followed by performance expectancy and effort expectancy. Moreover, the results indicate that the awareness of security measures lessened the impact of the social influence and enhanced the effect of the perceived customer value. Originality/value ? Although both consumers and business owners have important roles in the diffusion of mobile wallet technology, previous research has mostly investigated the factors that affect the consumers? side of the equation. This research fills a significant gap by emphasizing the retailer?s perspective, providing unique insights that are crucial for a holistic understanding of the digital payment landscape in a developing country?s setting. In addition, this research offers valuable insights for retailers, mobile wallets service providers and other stakeholders on the diffusion of mobile wallet technology from an international business perspective. ? 2025 Emerald Publishing Limited