Title: Socio-demographic, consumer and product related drivers of mobile payment use and reuse: four theories' explanations

Authors: Helen Inseng Duh; Frank Akasreku

Addresses: Marketing Department, School of Business Sciences, University of the Witwatersrand, Johannesburg, South Africa ' Marketing Department, School of Business Sciences, University of the Witwatersrand, Johannesburg, South Africa

Abstract: Mobile payment in Ghana increases at a penetration rate of 51.52%, but drivers behind continuous reuse for attainment of critical mass of users are unknown. To holistically examine attitudes, use and continuous reuse drivers, this study integrated four theories to examine how consumer (functional, social, price, hedonic, conditional values, and behavioural beliefs), socio-demographic (peers, family, age, gender, occupation, education) and product-related (relative advantage, complexity, compatibility, cost, communication and trialability) factors impact attitudes, use and continuous reuse intention. A conceptual model was tested with cross-sectional data from 400 Ghanaians (students and lecturers). Structural equation modelling results revealed that price, functional, hedonic values, and behavioural beliefs (consumer factors); complexity, trialability and cost (product-related factors) impacted attitudes. Attitudes, drove adoption, which with peers, family, education, age, occupational experience, influenced the intention to continuously reuse m-payment. Thus, considerations of these factors are advised for attainment of critical mass of re-users. Other implications are provided.

Keywords: consumption values; CV; attitudes; product-related factors; socio-demographics; adoption; continuous reuse intention.

DOI: 10.1504/IJTMKT.2024.137670

International Journal of Technology Marketing, 2024 Vol.18 No.2, pp.137 - 161

Accepted: 18 Jul 2023
Published online: 02 Apr 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article