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Customer behavioural intentions towards mobile money services adoption in Ghana

Author

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  • Bedman Narteh
  • Mahmoud Abdulai Mahmoud
  • Simon Amoh

Abstract

This study examined the determinants of mobile money service usage intentions and assessed the effect of social influence (SI) on mobile money services adoption and behavioural intentions (BIs). The sample of the study comprised 300 mobile money service users in Ghana. Guided by the conceptual framework and two theories identified to have an effect on technology adoption and consumer behaviour, eight hypotheses were developed and tested using Structural Equation Modelling Techniques. It is discovered that perceived ease of use, perceived usefulness, perceived trust and perceived cost of use have a strong influence on mobile money service usage. The study found SI to have a significant effect on the adoption and BI. Providers ensure that their mobile application services are simple to operate, fulfil specific consumers’ needs, protect consumers’ accounts to ensure trust and are affordable, hence positively influencing consumers’ adoption of services.

Suggested Citation

  • Bedman Narteh & Mahmoud Abdulai Mahmoud & Simon Amoh, 2017. "Customer behavioural intentions towards mobile money services adoption in Ghana," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 426-447, June.
    • Handle: RePEc:taf:servic:v:37:y:2017:i:7-8:p:426-447
    DOI: 10.1080/02642069.2017.1331435
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    2. James Agyei & Shaorong Sun & Eugene Abrokwah & Emmanuel Kofi Penney & Richmond Ofori-Boafo, 2020. "Mobile Banking Adoption: Examining the Role of Personality Traits," SAGE Open, , vol. 10(2), pages 21582440209, June.
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    5. Tendai Chikweche & James Lappeman & Paul Egan, 2024. "Marketing financial services in Africa: exploring the heterogeneous middle-class consumer across nine countries," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 1-16, March.
    6. Douanla Meli, Steve & Fosso Djoumessi, Yannick & Djiogap, Constant Fouopi, 2022. "Analysis of the socio-economic determinants of mobile money adoption and use in Cameroon," Telecommunications Policy, Elsevier, vol. 46(9).
    7. James Okrah & Alexander N. Nepp, 2022. "Mobile Money Services: An Enabler of Development Processes in Africa," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 21(4), pages 659-662.
    8. Mohammad K. Al nawayseh, 2020. "FinTech in COVID-19 and Beyond: What Factors Are Affecting Customers’ Choice of FinTech Applications?," JOItmC, MDPI, vol. 6(4), pages 1-15, November.
    9. James Atta Peprah & Clement Oteng & Joshua Sebu, 2020. "Mobile Money, Output and Welfare Among Smallholder Farmers in Ghana," SAGE Open, , vol. 10(2), pages 21582440209, June.
    10. Gaoyong Li & Xin Zhang & Ge Zhang, 2022. "To Use or Not to Use: It Is a Question—An Empirical Study on the Adoption of Mobile Finance," Sustainability, MDPI, vol. 14(17), pages 1-23, August.
    11. Shelly Gupta & Sanjay Dhingra, 2022. "Modeling the key factors influencing the adoption of mobile financial services: an interpretive structural modeling approach," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(2), pages 96-110, June.
    12. Nwankwo Cosmas Anayochukwu & Kanyangale MacDonald Isaac & Abugu James Okechukwu, 2021. "The Basics of a Mobile Money-Based Financial Service: Perceptions of University Students in Nigeria," Foundations of Management, Sciendo, vol. 13(1), pages 209-218, January.
    13. Hameed, Irfan & Akram, Umair & Khan, Yamna & Khan, Naveed R. & Hameed, Imran, 2024. "Exploring consumer mobile payment innovations: An investigation into the relationship between coping theory factors, individual motivations, social influence and word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Senyo, PK & Osabutey, Ellis L.C., 2020. "Unearthing antecedents to financial inclusion through FinTech innovations," Technovation, Elsevier, vol. 98(C).
    15. Kojo Kakra Twum & John Paul Basewe Kosiba & Robert Ebo Hinson & Antoinette Yaa Benewaa Gabrah & Ebenezer Nyarko Assabil, 2023. "Determining mobile money service customer satisfaction and continuance usage through service quality," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 30-42, March.
    16. Komlan Gbongli & Yongan Xu & Komi Mawugbe Amedjonekou, 2019. "Extended Technology Acceptance Model to Predict Mobile-Based Money Acceptance and Sustainability: A Multi-Analytical Structural Equation Modeling and Neural Network Approach," Sustainability, MDPI, vol. 11(13), pages 1-33, July.
    17. Frederick Kwesi Blay & Livingstone Divine Caesar, 2022. "The adoption of mobile money technology in emerging markets: a contingency analysis from Ghana," SN Business & Economics, Springer, vol. 2(9), pages 1-26, September.
    18. Tonuchi Emmanuel Joseph, 2020. "How to Improve Mobile Money Service Usage and Adoption by Nigerians in the Era of Covid-19," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 10(3), pages 31-52.
    19. Coffie, Cephas Paa Kwasi & Hongjiang, Zhao, 2023. "FinTech market development and financial inclusion in Ghana: The role of heterogeneous actors," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).

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