Beyond Intention to Use: What Motivates M-Payment Users?

Ambrose O. Oloveze, Kelvin Chukwuoyims, Roseline A. Oko, Chinweike Ogbonna, Kafayat A. Aliu & Obasi O. Raymond

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Abstract

The rising digital innovation and rapid increase in facilitative instruments are calling for attention on continuous adoption of m-payment given the consistent growth. There is paucity of literature on continuance intention to adopt the innovation while few attempts in Nigeria focused on usage of acceptance models which is inappropriate in evaluating continuance intention of m-payment users. This is significant because all innovations are not exactly the same. The objective of the study was to analyse the key motivators of m-payment users towards continuance intention toward the payment system. Using online survey approach, structured questionnaire was designed with adapted measurement items that were scaled using 7 point Likert scale. Confirmatory factor analysis was used to assess the reliability and validity while structural equation model was used in testing the structural relationships. The result indicated that perceived usefulness is the strongest direct and indirect predictor of continuance intention to use m-payment. The implication of the results bordered on banks, merchants and manufacturers of internet enabled mobile devices especially on strategies to deepen m-payment knowledge and influence post-adoption behaviour. The significance of subjective norm implies that external influences are vital in continuance intention studies. The key limitation of the study was the use of cross-sectional design and the sample size that calls for caution in generalisation of the findings. It was recommended that marketing communication strategies should be channeled towards emphasising the usefulness of m-payment while appropriate measures need to be adopted by manufacturers of smartphones and mobile phones to deepen its utility and value to individuals and businesses.

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