What is it about?
This research provides empirical results on context-based factors that determine the use of bmobile money in Africa by employing a unique secondary data which provides a new perspective on the technology acceptance model (TAM) application. The hypothesised research model tests the context-based constructs to determine how these constructs affect peoples' intentions and attitudes towards the continued use of mobile money. Exploring these constructs provides an understanding of the insights into the marketing campaigns andgrowth of mobile money providers.
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Why is it important?
The empirical results suggest that the availability of electricity is an important factor for mobile phone functionality and ongoing use of mobile money in the long run. There is also a correlation between regulations that are perceived to be enabling and the intentions of individuals to continue using mobile money. However, there is a negative correlation between rural dwellings and the intentions of individuals to adopt theuse of mobile money which finds its basis in the inadequate mobile networks and national grid systems in rural areas.
Perspectives
This study reveals that organisational support is required to promote consumer adoption and ongoing usage of mobile money. This can be done through the provision of incentives and through strengthening end-user support so as instil confidence among users. It also revealed that MNOs use marketing communications like advertisements to encourage consumers to adopt and to continue using mobile money. Managers of mobile money services can leverage the positive impact of mobile money in Africa to expand their services to enhance financial inclusion, which is a necessary component for the region’s growth and development. It is further envisaged that MNOs will, in the long run, remain competitive in terms of service pricing as ongoing increases in price will dissuade consumers from continuing their use of mobile money.
Dr Krishna Reddy
Toi Ohomai Institute of Technology
Read the Original
This page is a summary of: Consumer acceptance and continuance of mobile money, Australasian Journal of Information Systems, July 2020, Australian Computer Society,
DOI: 10.3127/ajis.v24i0.2579.
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