ICTACT Journal on Management Studies

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Examining Determinants of Behavioral Intention in Adoption of Mobile Money Transfer Services in Uganda


Affiliations
1 Department of Business Computing, Makerere University Business School, Uganda
2 Department of Marketing and Management, Makerere University Business School, Uganda
     

   Subscribe/Renew Journal


Mobile Money has continuously brought changes on our daily lives by offering interesting and advantageous services specifically enabling users to pay for goods and services using their mobile devices wherever they go, withdraw and deposit of money using mobile phones, mobile banking and buying of airtime top ups. This study aimed at examining the determinants for adoption of mobile money transfer services (MMTs) in the rural parts of Uganda, where the adoption rates are said to be low. The study used a cross sectional survey methodology to gather data from 300 respondents from the rural parts of Kampala district on the variables captured by the modified facets of the Unified Theory of Acceptance and Use of Technology Model. Results of correlation and regression analysis demonstrate that Customer Expectancy and Social Factors have a positive and significant influence on Behavioral Intention towards the use of Mobile Money Transfer service while Transaction costs was found to insignificant. The findings of this study provide useful information to Mobile Network Operators that they can use in fostering the implementation of Mobile Money Transfer services in the rural areas of Uganda.

Keywords

Mobile Money Transfer Services (MMT), Mobile Network Operators (MNO), Uganda, Unified Theory of Acceptance and Use of Technology (UTAUT), Uganda Communication Commission (UCC).
Subscription Login to verify subscription
User
Notifications
Font Size

  • Changsu Kima, Mirsobit Mirusmonov and In Lee, “An Empirical Examination of Factors Influencing the Intention to use Mobile Payment”, Computers in Human Behavior, Vol. 26, No. 3, pp. 310-322, 2009.

  • Bank of Uganda, “Mobile Money Guidelines”, Available at: http://ucc.co.ug/files/downloads/Mobile-Money-Guidelines-2013.pdf.

  • Young and Ernest, “Mobile Money:An Overview for Global Telecommunications Operators”, Available at: http://www.ey.com/Publication/vwLUAssets/Mobile_Money./$FILE/Ernst%20&%20Young%20-%20Mobile%20Money%20-%2015.10.09%20(single%20view).pdf.

  • Bonface Barasa Makokha, Deepa Ramachandran and P.Karthikeya, “Behavioral Hindrance to Rapid Uptake of Mobile Money Services”, International Journal of Innovation and Scientific Research, Vol. 5, No. 2, pp. 286-296, 2014.

  • Nicholaus C. Senso and V. Venkatakrishnan, “Challenges of Mobile-Phone Money Transfer Services’ Market Penetration and Expansion in Singida District, Tanzania”, International Journal of Research in Management and Technology, Vol. 3, No. 6, pp. 205-215, 2013.

  • Bank of Uganda, “The development in mobile banking in Uganda Kampala BIS central bankers’ speeches”, Available at: http://www.bis.org/review/r150310d.htm, Accessed on 2014.

  • Uganda Mobile Money Assessment and Case Study, “Examining Cash Payment Streams And Their Electronic Alternatives Amongst USAID Implementing Partners”, Available at: http://solutionscenter.nethope.org/assets/collaterals/Uganda_Market_Assessment_and_Case_Studies_Final.pdf.

  • Uganda Communications Communission, “Telecom Annual Traffic Growth”, Available at: http://www.ucc.co.ug/data/qmenu/3/Facts-and-Figures.html.

  • Petter Tobbin, “Modeling Adoption of Mobile Money Transfer: A Consumer Behaviour Analysis”, Proceedings of 2nd International Conference on Mobile Communication Technology for Development, pp. 1-10, 2010.

  • Mariam Naiwumbwe, “Perceived Ease of Use, Perceived Usefulness, Behavioural Intention To Use and Acceptance of Mobile Money Transfer Services”, Research Report, Master of Business Administration, Kampala: Makerere University, 2012.

  • John Marumbwa and Munyaradzi Mutsikiwa, “An Analysis of the Factors Influencing Consumers’ Adoption of Mobile Money Transfer Services (MMTs) in Masvingo Urban, Zimbabwe”, British Journal of Economics, Management and Trade, Vol. 3, No. 4, pp. 498-512, 2013.

  • Uganda Bureau of Statistics, “Statistical Abstract”, Available at :http://www.ubos.org/onlinefiles/uploads/ubos/statistical_abstracts/Statistical%20Abstract%202015.pdf.

  • Eric Osei-Assibey, “What Drives Behavioral Intention of Mobile Money Adoption? The Case of Ancient Susu Saving Operations in Ghana”, Working Paper, Institute for Money,Technology and Financial Inclusion, pp. 1-17, 2014.

  • Ministry of Finance, “Uganda’s Public Sector Borrowing Requirements, Financing Options and the Implications for Economic Performance”, Available at: http://siteresources.worldbank.org/INTPROSPECTS/Resources/334934-1184090646382/Musisi-Richens-2014-Uganda-Public-Financing-Options.pdf.

  • Tiago Oliveira, Manoj Thomas, Goncalo Baptistaa and Filipe Campos, “Mobile Payment: Understanding the Determinants of Customer Adoption and Intention to Recommend the Technology”, Computers in Human Behavior, Vol. 61, pp. 404-414, 2016.

  • Victor H. Vroom, “Work and Motivation”, 1st Edition, Jossey-Bass, 1994.

  • Md. Nur Alam Siddik, Gang Sun, CUI Yanjuan and Sajal Kabiraj, “Financial Inclusion through Mobile Banking: A Case of Bangladesh”, Journal of Applied Finance and Banking, Vol. 4, No. 6, pp. 109-136, 2014.

  • Everett M. Rogers, “Diffusion of Innovations”, 3rd Edition, The Free Press, 1983.

  • Hans H. Bauer, Stuart J. Barnes, Tina Reichardt and Marcus M. Neumann, “Driving Consumer Acceptance of Mobile Marketing A Theoretical Framework and Empirical Study”, Journal of ElectronicCommerce Research, Vol. 6, No. 3, pp. 181-192, 2005.

  • Ieva Andersone and Elina Gaile-Sarkane, “Consumer Expectancy Theory For Business”, Proceedings of 6th International Conference on Business and Management, pp. 321-327, 2010.

  • Viswanath Venkatesh, Michael G. Morris, Gordon B. Davis and Fred D. Davis, “User Acceptance of Information Technology: Toward A Unified View”, MIS Quarterly, Vol. 27, No. 3, pp. 425-478, 2003.

  • Tao Zhoua, Yaobin Lub and Bin Wang, “Integrating TTF and UTAUT to Explain Mobile Banking User Adoption”, Computers in Human Behavior, Vol. 26, No. 4, pp. 760-767, 2010.

  • Jane K. Winn and Louis de Koker, “Introduction to Mobile Money in Developing Countries: Financial Inclusion and Financial Integrity Conference, Special Issue”, Washington Journal of Law, Technology and Arts, Vol. 8, No. 3, pp. 155-164, 2013.

  • P.J. Tichernor, G.A. Donohue and C.N. Olien, “Mass Media Flow and Differential Growth in Knowledge”, Public Opinion Quarterly, Vol. 34, No. 2, pp. 159-170, 1970.

  • Lyman W. Porter and Edward E. Lawler, “Management Attitudes and Performance”, Homewood, 1968.

  • Aminu Hamza, “A Study on the Factors Influencing the Adoption of Mobile Payment Systems in Nigeria”, Department of Information and Communication Technology, International Islamic University of Malysia, pp. 1-12, 2014.


Abstract Views: 300

PDF Views: 0




  • Examining Determinants of Behavioral Intention in Adoption of Mobile Money Transfer Services in Uganda

Abstract Views: 300  |  PDF Views: 0

Authors

Lukwago Ismail
Department of Business Computing, Makerere University Business School, Uganda
Musa B. Moya
Department of Business Computing, Makerere University Business School, Uganda
Keefa Bwiino
Department of Marketing and Management, Makerere University Business School, Uganda
Kato Ismael
Department of Business Computing, Makerere University Business School, Uganda

Abstract


Mobile Money has continuously brought changes on our daily lives by offering interesting and advantageous services specifically enabling users to pay for goods and services using their mobile devices wherever they go, withdraw and deposit of money using mobile phones, mobile banking and buying of airtime top ups. This study aimed at examining the determinants for adoption of mobile money transfer services (MMTs) in the rural parts of Uganda, where the adoption rates are said to be low. The study used a cross sectional survey methodology to gather data from 300 respondents from the rural parts of Kampala district on the variables captured by the modified facets of the Unified Theory of Acceptance and Use of Technology Model. Results of correlation and regression analysis demonstrate that Customer Expectancy and Social Factors have a positive and significant influence on Behavioral Intention towards the use of Mobile Money Transfer service while Transaction costs was found to insignificant. The findings of this study provide useful information to Mobile Network Operators that they can use in fostering the implementation of Mobile Money Transfer services in the rural areas of Uganda.

Keywords


Mobile Money Transfer Services (MMT), Mobile Network Operators (MNO), Uganda, Unified Theory of Acceptance and Use of Technology (UTAUT), Uganda Communication Commission (UCC).

References