What drives behavioral intention of mobile money adoption? The case of ancient susu saving operations in Ghana

Eric Osei-Assibey

International Journal of Social Economics, 2015, vol. 42, issue 11, 962-979

Abstract: Purpose - – The purpose of this paper is to provide insights into the ancientsususavings operation in Ghana and the behavioural intention or willingness ofsusucollectors and users to adopt a mobile money (MM) platform as part of their savings practices. More specifically, this study investigates factors that determine one’s intention to adopt the MM space as a savings channel, particularly in place of more traditional ways of saving among many people in West Africa. Design/methodology/approach - – Using field survey data from market traders andsusucollectors in several local markets in Ghana, and applying Innovation Diffusion Theory (IDT) and Technological Adoption Model (TAM) conceptual frameworks, this study has produced some interesting findings. A logistic regression model was used for the empirical analysis. Findings - – Generally, among thesusucollectors, the author found perceived risk, education level, relative advantage and the age of the collector to be statistically significant in influencing the behavioural intention of MM adoption. With respect tosusuusers, the author found such factors as trialability, observability or awareness, compatibility or education attainment. The study also finds the influence of the physical presence of thesusucollector to be statistically significant in influencing one’s behavioural intention to accept MM. This was found to be the primary reason motivatingsusuusers to honour their savings commitment. Practical implications - – These findings have important implications for MM uptake and the modernization of thesusuoperations in Ghana. While MM uptake remains significantly low, these findings suggest that the way to increase uptake is to create more awareness, embark on financial literacy programmes, and reduce mistrust and perception of risk of the MM platform. There is also the need for a regulator as the MM operators and their activities are not regulated by rules such as the reserve requirement of banks, as in the case of commercial banks that guarantees the safety of the savings of clients. Originality/value - – Literature on MM is growing in recent times. However, evidence on adoption as a saving channel to replace the traditional saving system is scanty, particularly within the African context.

Keywords: Adoption; Mobile money; Behavioural intention; Susu savings; Technology uptake (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:ijsepp:v:42:y:2015:i:11:p:962-979

DOI: 10.1108/IJSE-09-2013-0198

Access Statistics for this article

International Journal of Social Economics is currently edited by Professor Terence Garrett

More articles in International Journal of Social Economics from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().