Mobile money usage and continuance intention among micro enterprises in an emerging market – the mediating role of agent credibility

Raphael Odoom, John Paul Kosiba

Research output: Contribution to journalArticlepeer-review

41 Citations (Scopus)

Abstract

Purpose: Currently, mobile payments have become pervasive in electronic commerce and are steadily increasing in many regions worldwide. In the literature, however, its continued usage among consumers is deemed equivocal, particularly among small businesses. This study uses the unified theory of acceptance and use of technology (UTAUT) to examine mobile money continuance intention among micro enterprises in an emerging/less-developed economy. This study aims to explore the mediating role of agent credibility on this relationship, given that these agents are contingent actors between service providers and mobile money users. Design/methodology/approach: After a preliminary qualitative enquiry, quantitative data collected from 584 micro enterprises were tested from the UTAUT perspective, using structural equation modelling. Findings: Findings from the study establish the applicability of the UTAUT in explaining the antecedents, motivations and continuance intention of mobile money usage among micro enterprises. Further, beyond their direct effects, the UTAUT conditions have indirect effects on the continuance intention through their effect on perceived agent credibility. Originality/value: The findings provide evidence to issues of research and managerial interest, offering insightful implications to the academic and practitioner communities, respectively.

Original languageEnglish
Pages (from-to)97-117
Number of pages21
JournalJournal of Systems and Information Technology
Volume22
Issue number4
DOIs
Publication statusPublished - 15 May 2020
Externally publishedYes

Keywords

  • Continuance intention
  • Micro enterprises
  • Mobile money
  • Mobile payment
  • Sub-Saharan Africa
  • UTAUT

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