Definition of Affordability:
Nakata and Weidner (2012) defined affordability as the degree to which the price of a new product must be consistent with a lifestyle of limited cash flow or on very restricted incomes and debt access.
| Items |
| I would use bKash because the service is affordable. |
| I would buy the lowest price brand of mobile banking services that will suit my needs. |
| When it comes to choosing bKash, I will rely heavily on price. |
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing, 38(1), 61-80.