Expectations unmet: disconfirmation and abandonment of mobile money services in rural base of the pyramid markets

Purpose This study investigates the abandonment of mobile money (MM) services in rural base of the pyramid (BoP) markets, where financial exclusion is prevalent. Using the expectation-confirmation theory as a foundation, the study examines how declines in specific performance beliefs namely, perceived usefulness, ease of use, affordability, and service access affect negative disconfirmation and satisfaction, which drive service abandonment. Brand reputation and social influence are explored as moderators amplifying the impact of performance decreases on negative disconfirmation. Design/methodology/approach Data were collected at two time points, one year apart, from BoP individuals in the Peruvian Amazon. Partial least squares structural equation modeling was employed to test the study's hypotheses. Findings Findings reveal an asymmetrical pattern in how performance decreases across MM attributes influence negative disconfirmation. Specifically, decreases in perceived ease of use and service access significantly increase negative disconfirmation and reduce satisfaction, heightening the likelihood of abandonment. In contrast, performance declines in perceived usefulness and affordability do not significantly predict negative disconfirmation but still lower satisfaction, thereby indirectly contributing to abandonment. Moreover, high brand reputation and strong social influence amplify the effects of performance decreases on disconfirmation. Originality/value This study applies expectation-confirmation theory to MM abandonment, a distinct post-adoption outcome that has received limited empirical attention. Also, by disaggregating performance and disconfirmation at the attribute level, it advances a more diagnostic understanding of abandonment drivers. Finally, examining the moderating effects of brand reputation and social influence offers a more psychologically nuanced view of MM post-adoption evaluation in rural BoP markets.