Continuous intention to use mobile money (MM) services: Driving factors among small and medium-sized tourism and hospitality enterprises (SMTHEs)

IF 1.2 Q4 MANAGEMENT

Africa Journal of Management Pub Date : 2020-04-02 DOI:10.1080/23322373.2020.1753495

F. Dayour, C. Adongo, Elizabeth Agyeiwaah

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引用次数: 12

Abstract

ABSTRACT Mobile money (known popularly as “MOMO” in Ghana) usage has become common in Africa. However, the driving factors explaining the continuous use of such services among small and medium-sized tourism and hospitality enterprises (SMTHEs) is still unknown. This study examines the driving factors of continuous intention to use MM services among SMTHEs in Ghana. It employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and the diffusion of innovation and perceived risk theories to examine the key drivers and deterrents of continued MM usage among SMTHE operators. A structural model was developed to test eleven hypotheses. A multi-stage proportionate random sampling was conducted on sub-sectors such as accommodation, restaurants, transport agencies and artisans within four selected cities in Ghana, yielding 380 useful survey questionnaires. Overall, the results of both CFA and SEM indicate that the model fits the data. For instance, effort expectancy, performance expectancy, hedonic motivations, habit, personal innovations, destination-infrastructure risk, technology risk and awareness were significant drivers of the intention to continuously use MM services. Further results from the multi-group moderation analysis show significant differences between males and females relative to the relationship between effort expectancy and continuous intention. The implications and limitations of the findings are discussed and suggestions for future research are given.

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持续使用移动货币服务的意愿：中小旅游和酒店企业的驱动因素

摘要移动货币（在加纳被普遍称为“MOMO”）在非洲的使用已经很普遍。然而，解释中小型旅游和酒店企业持续使用此类服务的驱动因素仍然未知。本研究考察了加纳SMTHE中持续使用MM服务意愿的驱动因素。它采用了技术接受和使用统一理论2（UTAUT2），以及创新和感知风险理论的传播，来研究SMTHE运营商中持续使用MM的关键驱动因素和威慑因素。开发了一个结构模型来检验11个假设。对加纳四个选定城市的住宿、餐馆、运输机构和工匠等细分行业进行了多阶段比例随机抽样，产生了380份有用的调查问卷。总的来说，CFA和SEM的结果都表明该模型符合数据。例如，努力预期、绩效预期、享乐动机、习惯、个人创新、目的地基础设施风险、技术风险和意识是持续使用MM服务意图的重要驱动因素。多组适度分析的进一步结果显示，相对于努力预期和持续意图之间的关系，男性和女性之间存在显著差异。讨论了研究结果的含义和局限性，并对未来的研究提出了建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Africa Journal of Management Business, Management and Accounting-Business and International Management

CiteScore

2.80

自引率

15.40%

发文量

期刊介绍： The beginning of the Twenty First Century has witnessed Africa’s rise and progress as one of the fastest growing and most promising regions of the world. At the same time, serious challenges remain. To sustain and speed up momentum, avoid reversal, and deal effectively with emerging challenges and opportunities, Africa needs better management scholarship, education and practice. The purpose of the Africa Journal of Management (AJOM) is to advance management theory, research, education, practice and service in Africa by promoting the production and dissemination of high quality and relevant manuscripts. AJOM is committed to publishing original, rigorous, scholarly empirical and theoretical research papers, which demonstrate clear understanding of the management literature and draw on Africa’s local indigenous knowledge, wisdom and current realities. As the first scholarly journal of the Africa Academy of Management (AFAM), AJOM gives voice to all those who are committed to advancing management scholarship, education and practice in or about Africa, for the benefit of all of Africa. AJOM welcomes manuscripts that develop, test, replicate or validate management theories, tools and methods with Africa as the starting point. The journal is open to a wide range of quality, evidence-based methodological approaches and methods that “link” “Western” management theories with Africa’s indigenous knowledge systems, methods and practice. We are particularly interested in manuscripts which address Africa’s most important development needs, challenges and opportunities as well as the big management questions of the day. We are interested in research papers which address issues of ethical conduct in different African settings.