Predicting user continuance intention towards M-pesa in Kenya

Olam Osah and Michael Kyobe

African Journal of Economic and Management Studies, 2017, vol. 8, issue 1, 36-50

Abstract: Purpose - The purpose of this paper is to integrate established information systems theories (post-acceptance model (PAM) and task-technology fit (TTF)) to model and test determinants of user continuance intention within Kenya toward a proliferated mobile money service called M-pesa. Design/methodology/approach - A positivist method informed the design of the study. A survey instrument was developed and administered amongst M-pesa users in Kenya, yielding 618 responses. Selection of users followed a systematic sampling technique. Afterwards, structural equation modelling (SEM)-partial least squares (“SEM-PLS”) was used to examine the measurement and structural model of the study. Findings - The results revealed an unexpected finding that TTF’s utilization has a stronger path coefficient than PAM’s satisfaction in predicting user continuance intention toward M-pesa. This is contrary to most extant literature reports that satisfaction is the dominant predictor of usage continuance. Also, unexpected, the results revealed a lack of significant influence between the PAM’s post-usage usefulness (PUU) and satisfaction. Again, the relationship between PUU and satisfaction in most extant studies is reported as significant. Originality/value - The study suggests that saliency order of determinants of user continuance intention could differ within the developing world and developed world.

Keywords: M-pesa; User continuance; Technology-enabled service (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:ajemsp:ajems-03-2017-148

DOI: 10.1108/AJEMS-03-2017-148

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