Understanding FOMO, sociocultural and governmental influences in technology adoption among young BOP users: insights and policy recommendations

Purpose This study aims to investigate how psychological and social influences shape the intentions of young bottom-of-the-pyramid (BOP) users to adopt the Unified Payments Interface (UPI) in the Indian context. It further proposes an extended UTAUT2 model by integrating contextual constructs to improve its applicability in low-income, digitally constrained settings. Design/methodology/approach A sequential exploratory mixed-methods design was used. In the first phase, semi-structured interviews were conducted with young BOP UPI users (aged 18–30 years). Qualitative data were analyzed through abductive thematic analysis to derive emergent themes. From these, a conceptual model integrating UTAUT2 with new constructs was developed. In the second phase, the model was empirically validated using survey data and structural equation modelling (SEM). Findings Fear of missing out (FOMO), governmental influences, perceived value, usability and socio-cultural influences were found to significantly affect behavioral intentions (BIs) toward UPI adoption. Personal and social benefits exhibited only a marginally significant effect, and psychological inertia was found to be insignificant. Overall, the model explained 61.7% of the variance in BI. The findings highlight FOMO as a key extrinsic motivator, highlighting the importance of emotional and psychological drivers alongside functional benefits in shaping UPI adoption intentions. Originality/value This study contextualizes the UTAUT2 framework by integrating FOMO and governmental influences using self-determination theory to explain technology adoption among young BOP users. This theoretical extension addresses the framework’s limited inclusion of external motivational and contextual factors.