Enhancing Universal Access to Financial Services: Affordances, Constraints, and Cross-Country Cultural Value Influences on Mobile Payment Apps Use

This research examines why mobile payment apps (MPAs, digital tools for financial transactions) are used differently across countries by analyzing over 34,000 user reviews. Using neural networks (computer systems inspired by how brains work) and natural language processing (NLP, techniques that help computers understand human language), the study found that cultural values significantly affect how features like security, ease of use, and low fees influence whether people adopt these apps. In traditional value-oriented cultures, security features matter less for adoption, while in survival-value-oriented cultures, both security and design quality become more important for encouraging use.