Consumer acceptance and continuance of mobile money
Secondary data insights from Africa using the technology acceptance model
DOI:
https://doi.org/10.3127/ajis.v24i0.2579Keywords:
mobile money, technology acceptance model, ubiquity, perceived ruralAbstract
This research provides empirical results on context-based factors that determine the use of mobile 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 and growth of mobile money providers. 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 the use of mobile money which finds its basis in the inadequate mobile networks and national grid systems in rural areas.
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