Demographics as Moderator Between Perceived Easy of Use, Individual Awareness and Adoption of Mobile Financial Services

Wilberforce Witts and Severine Kessy

International Journal of Business and Management, 2023, vol. 16, issue 12, 53

Abstract: The number of mobile financial services users is keeping increasing in Tanzania. Despite such an increase, few individuals actively use mobile financial services. The adoption of these services may be contributed by either the different features of mobile financial services or demographics orientation. The current study used Unified Theory of Acceptance and Use of Technology and AMOS-SEM for data analysis. The findings revealed that the antecedents of mobile financial services, namely individual awareness and perceived ease of use significantly influence individual mobile financial services adoption. Demographics orientation was also found to have moderating effect on the relationship between individual awareness and perceived ease of use, and individual mobile financial services adoption. The paper makes a contribution in the theory used and contributes knowledge to the Tanzania national second financial inclusion policy 2018-2022 by considering demographics variables in analyzing different issues.

Date: 2023
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