Title: The influence of digital product attributes on the consumption demand for mobile money: the case of the MTN mobile money product in the Buea Municipality in Cameroon

Authors: Serge Messomo Elle; Fubin Miriam Embi

Addresses: Department of Banking and Finance, University of Buea, P.O. Box 179, Buea, Cameroon ' University of Yaounde 1, Yaoundé, Cameroon

Abstract: Digitalisation has led to many innovations and is also perceived as an instrument of customers' satisfaction. The objective of this study was to determine the digital attributes that increase consumer demand for the mobile money (MoMo) product in the Buea Municipality. To achieve this, a questionnaire was designed and administered to users of the mobile money product of mobile telecommunication network (MTN) in the Buea Municipality in Cameroon. The digital product attributes of the MoMo were analysed according to attributes of the diffusion innovation theory. The data collected were measured descriptively and inferentially employing bar and pie charts, mean, standard deviation, and ordinary least square (OLS) regressions. The findings showed that the tangible attribute of triability and the intangible attributes of confidence and compatibility non-significantly increase the consumption of the MTN MoMo product in the Buea Municipality. On the contrary, observability and complexity attributes significantly decreased the consumer demand for the MTN MoMo product in digital factors (observability and complexity) to increase the demand for the MoMo product in the Buea Municipality in Cameroon.

Keywords: digital product attributes; mobile money; consumer demand; confidence; mobile phone; Buea Municipality; Cameroon.

DOI: 10.1504/IJMC.2023.131859

International Journal of Mobile Communications, 2023 Vol.22 No.1, pp.25 - 47

Received: 10 Feb 2021
Accepted: 15 Jun 2021
Published online: 04 Jul 2023 *