Understanding mobile money adoption in rural subsistence markets: a construal-based perspective

Purpose This study aims to advance understanding of mobile money adoption by examining the similarities and differences between the drivers of adoption intention and actual usage. It also seeks to address critical gaps in the literature by focusing on rural subsistence consumers, who are often underrepresented in mobile money research. Design/methodology/approach The study employs a mixed-methods approach, combining quantitative survey data collected from 326 users and 130 non-users of mobile money in the Peruvian Amazon with qualitative insights from two focus group discussions involving key stakeholders in the mobile money ecosystem. Partial least squares structural equation modeling and multigroup analysis were used to examine relationships between key factors and to assess differences across the intention and usage stages. Findings The study identifies significant similarities and differences in the drivers of mobile money adoption intention and use in rural subsistence markets. Perceived usefulness, ease of use and service accessibility are equally important for both stages. However, collective needs and perceived relative advantage have a stronger influence on adoption intention, while subjective norms, affordability, compatibility and perceived risk are more critical during the usage stage. Originality/value This study makes a unique contribution by applying construal level theory to mobile money adoption, highlighting how psychological distance shapes decision-making at different stages of adoption. By focusing on the Peruvian Amazon – a region marked by high poverty levels and limited success in government-led efforts to promote mobile money adoption – this research provides novel insights into adoption behaviors in rural subsistence markets.