Mobile wallets in cash-based economies during COVID-19

Purpose The coronavirus disease 2019 (COVID-19) pandemic altered business and personal activities globally especially stimulating contactless financial transactions. However, despite the similar national lockdowns in cash-based economies, the adoption of contactless transactions through the widely available mechanism, mobile wallets, remained low. This research aimed to identify the factors surrounding this peculiarity. Design/methodology/approach The study was investigated using a composite model based on the diffusion of innovation theory (DIT), technology acceptance model (TAM) and information systems success model (ISSM). Data were collected from 621 Cameroonian mobile wallet users and analyzed using partial least squares structural equation (PLS-SEM) modeling. Findings The key findings revealed that the usage of mobile wallets, in the current form, were not affected by the perceived ease of use and did not match the existing lifestyle of users in Cameroon (no compatibility). The branding of mobile wallets (image) which was based on global messaging did not appeal to Cameroonians; in fact, the branding gave mobile wallets a negative image. Originality/value These key findings reveal the dangers of assuming that global strategies which have been effective in dealing with the pandemic will be effective in low-income or cash-based economies. The findings suggest that considering essential contextual dispositions is critical.