A Cashless Society for All: Determining Consumers' Readiness to Adopt Mobile Payment Services

A Cashless Society for All: Determining Consumers' Readiness to Adopt Mobile Payment Services

Author: 
Humbani, M
Place: 
Oxon
Publisher: 
Taylor & Francis Group
Date published: 
2018
Record type: 
Responsibility: 
Wiese, M., jt. auhtor
Journal Title: 
Journal of African Business
Source: 
Journal of African Business Vol 19 No 3 August 2018 pp. 409-429
Abstract: 

The technology readiness index was applied to determine consumers' readiness to adopt mobile payment services and the moderating effect of gender. Gender has been identified as a key variable in adoption and its vital role in market segmentation and gender empowerment obliges its inclusion. The results of the regression analysis indicate that convenience and compatibility drive consumers' adoption whereas risk, cost and insecurity are inhibitors. Furthermore, gender moderates only the relationship between convenience and the adoption of mobile payment services. Given the moderating effect of gender, companies should initiate advertising campaigns targeting women opinion leaders in advertisements, which can in turn encourage and educate other women to enjoy the convenience of mobile payments. Results provide insights on how to increase adoption and reduce the gender gap in mobile payment services.

Language: 
Date created: 
Friday, October 26, 2018