Title: A qualitative investigation of use and adoption of mobile money in Kenya: a domestication approach

Authors: Peter Tobbin

Addresses: Center for Communication, Media and Information Technologies, Aalborg University, Sydhavnsgade 17-19, Frederikskaj 12, Copenhagen 2450, Denmark

Abstract: The paper introduces original research findings and conclusions from a qualitative analysis of use and adoption of mobile money in Kenya using the domestication approach. We applied the dimension of domestication as an analytic tool to explain the acquisition, incorporation and conversion of the mobile money technology into the everyday life of its users. The data gathered include a series of focus group discussions, semi-structured interviews and participatory observations with members of the Machakos District in Kenya. It identifies satisfaction as an important mediator between the incorporation and conversion phases of the domestication process. Further, it presents findings that provide empirical support that adoption can be best explained as a process, which includes an initial appropriation, consumption and adoption and shows the influence of social networks, daily practices and norms, on all phases of the adoption process.

Keywords: mobile money adoption; mobile money use; domestication; Kenya; mobile banking; m-banking; appropriation; social networks.

DOI: 10.1504/IJWMC.2013.056546

International Journal of Wireless and Mobile Computing, 2013 Vol.6 No.4, pp.338 - 354

Received: 13 Oct 2012
Accepted: 20 Nov 2012
Published online: 16 Oct 2014 *

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