Factors influencing customers’ adoption and actual use of mobile phone payment services in Tanzania
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Date
2015
Authors
Journal Title
Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
This study was carried out to examine factors influencing customers’ adoption and actual use of mobile phone payment services in Tanzania. The researcher was interested in the study after learning that the adoption rate of mobile phone payment services was relatively low despite all their advantages over traditional payment systems and high penetration (68 % of the population) of mobile phone in Tanzania. Research model for the study was based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The study adopted four constructs (performance expectancy, effort expectancy, social influence and price value) variables which were statistically tested. A cross section survey design was adopted and 300 questionnaires were conveniently administered to respondents located in Dar es Salaam City. A statistical software (SPSS) was used to analyse the data to run multiple linear regression to generate coefficients and significance tests of independent variables as well as to examine the impact of the behavioural intention on actual usage of mobile payment services. The study findings revealed that social influence was the most influential factor, followed by price value and performance expectancy respectively. On the other hand, effort expectancy was found to have insignificant impact on customers’ behavioural intention to adopt mobile phone payment services. Also, customers’ behavioural intention did not have significant impact on the actual use of mobile phone services. Based on the research findings, it is recommended that policy makers and mobile phone payment service providers should regulate pricing of mobile payment services to facilitate acceptance and use of mobile payment services. In addition, mobile phone operators and service providers should design their marketing communications strategies by targeting opinion leaders, family members and peers of consumers of mobile phone payment services. Furthermore, there is a need for mobile payment system to continue to be user friendly and reliable for users of various categories.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HG1708.7T34S92)
Keywords
Internet, Tanzania
Citation
Swai, F. A. (2015) Factors influencing customers’ adoption and actual use of mobile phone payment services in Tanzania, Master dissertation, University of Dar es Salaam, Dar es Salaam