Adoption of electronic payment platforms by fast moving consumer goods (FMCG) businesses in Ghana: PLS-SEM and FSQCA approaches

Thomas Appiah (), Blessed Assefuah (), Veronica Venyo Agblewornu (), Nelly Mac-Arhin Forson () and Grace Donkoh ()
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Thomas Appiah: Ghana Communication Technology University
Blessed Assefuah: Ghana Communication Technology University
Veronica Venyo Agblewornu: Ghana Communication Technology University
Nelly Mac-Arhin Forson: Ghana Communication Technology University
Grace Donkoh: Ghana Communication Technology University

SN Business & Economics, 2025, vol. 5, issue 5, 1-28

Abstract: Abstract Over the past decade, the antecedents of electronic payment (e-payment) adoption have been studied extensively in the extant literature. Nonetheless, these studies have often investigated how individual antecedents affect adoption behaviour rather than exploring how combinations of variables influence this process. To address this research gap, this study employs both symmetric and asymmetric techniques to analyse the isolated effects of variables and their synergistic interplay that leads to the desired outcome. Employing a research design that is cross-sectional in nature, the study compiled and analysed data from 241 fast moving consumer goods (FMCG) business owners and managers in the Sekondi-Takoradi municipality of Ghana, utilizing partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (FSQCA) techniques. The findings indicate that effort expectancy, social influence, and facilitation conditions are the key drivers influencing adoption of e-payment systems by FMCG businesses in Ghana. However, electronic transaction levy (e-levy) weakens the link between the intention to adopt e-payment and actual adoption. The FSQCA results indicate that e-payment adoption by FMCG businesses can be explained through three configurational paths, suggesting the existence of multiple equifinal pathways to high e-payment adoption intentions. These findings may assist policymakers and Fintech companies in enhancing the adoption of e-payment platforms among FMCG businesses in Ghana.

Keywords: E-payment; Fast moving consumer goods; Adoption; FSQCA; PLS-SEM (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s43546-025-00820-z

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