Adoption of Mobile Commerce and Service in Adentan Municipality of Ghana: An Examination of Factors Influencing Small Scale Enterprises

Joseph Kwadwo Tuffour, Dinah Akuffo, Awuah Ayebi Kofi, Philip Agyemang Frimpong and Terrick Sasu

International Business Research, 2018, vol. 11, issue 11, 109-118

Abstract: After the introduction of mobile commerce and services, people have accepted, adopted and used the services for various purposes. However, little attention has been given to its continual usage in small scale enterprise sector in Ghana. Also, studies on the benefits to businesses and barriers of use of mobile commerce and service have been carried out, but the extension of the studies to include examination of the effect of social and demographic factors of small business owners on mobile services use is lacking in the small scale enterprise sector in Ghana. This study investigates the factors which determine the adoption of mobile commerce and services among small scale enterprises in the Adentan Municipality of Ghana. The objective of the study is to determine the effects of demographic factors, experience and attitude on the adoption of mobile commerce and service. Data was collected using questionnaires administered to 400 owners of small scale enterprises in Adentan Municipality. Using structural equation model analysis, the results show that males have less attitude to use mobile commerce and service than females. Also, as people age, attitude to use mobile commerce and service improves. Education and experience have positive effect on attitude to use mobile commerce and service. On the contrary, there is a negative effect of income on attitude. There is a significant positive effect of attitude on mobile commerce and service’s actual usage. The study recommends that, internet service practitioners should develop effective strategies and tactics to improve the attitude to use mobile commerce and service among small businesses owners in Ghana.

Keywords: demographic factors; small enterprises; attitude; mobile commerce and services; Adentan Municipality (search for similar items in EconPapers)
Date: 2018
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