TY - JOUR
T1 - Socio-demographic, consumer and product related drivers of mobile payment use and reuse
T2 - four theories’ explanations
AU - Duh, Helen Inseng
AU - Akasreku, Frank
N1 - Publisher Copyright:
© 2024 Inderscience Enterprises Ltd.
PY - 2024
Y1 - 2024
N2 - Mobile payment in Ghana increases at a penetration rate of 51.52%, but drivers behind continuous reuse for attainment of critical mass of users are unknown. To holistically examine attitudes, use and continuous reuse drivers, this study integrated four theories to examine how consumer (functional, social, price, hedonic, conditional values, and behavioural beliefs), socio-demographic (peers, family, age, gender, occupation, education) and product-related (relative advantage, complexity, compatibility, cost, communication and trialability) factors impact attitudes, use and continuous reuse intention. A conceptual model was tested with cross-sectional data from 400 Ghanaians (students and lecturers). Structural equation modelling results revealed that price, functional, hedonic values, and behavioural beliefs (consumer factors); complexity, trialability and cost (product-related factors) impacted attitudes. Attitudes, drove adoption, which with peers, family, education, age, occupational experience, influenced the intention to continuously reuse m-payment. Thus, considerations of these factors are advised for attainment of critical mass of re-users. Other implications are provided.
AB - Mobile payment in Ghana increases at a penetration rate of 51.52%, but drivers behind continuous reuse for attainment of critical mass of users are unknown. To holistically examine attitudes, use and continuous reuse drivers, this study integrated four theories to examine how consumer (functional, social, price, hedonic, conditional values, and behavioural beliefs), socio-demographic (peers, family, age, gender, occupation, education) and product-related (relative advantage, complexity, compatibility, cost, communication and trialability) factors impact attitudes, use and continuous reuse intention. A conceptual model was tested with cross-sectional data from 400 Ghanaians (students and lecturers). Structural equation modelling results revealed that price, functional, hedonic values, and behavioural beliefs (consumer factors); complexity, trialability and cost (product-related factors) impacted attitudes. Attitudes, drove adoption, which with peers, family, education, age, occupational experience, influenced the intention to continuously reuse m-payment. Thus, considerations of these factors are advised for attainment of critical mass of re-users. Other implications are provided.
KW - adoption
KW - attitudes
KW - consumption values
KW - continuous reuse intention
KW - CV
KW - product-related factors
KW - socio-demographics
UR - http://www.scopus.com/inward/record.url?scp=85189697804&partnerID=8YFLogxK
U2 - 10.1504/IJTMKT.2024.137670
DO - 10.1504/IJTMKT.2024.137670
M3 - Article
AN - SCOPUS:85189697804
SN - 1741-878X
VL - 18
SP - 137
EP - 161
JO - International Journal of Technology Marketing
JF - International Journal of Technology Marketing
IS - 2
ER -