Modelling the Determinants of Consumers’ Intentions to Use Mobile Payment Services: Evidence from Cameroon

This paper proposes an extension of the UTAUT2 (Unified Theory of Acceptance and Use of Technology) model that we name the Supply-Marketing-Consumer centric model (SMC), to examine how mobile payment system characteristics i.e. consumer-centric variables and firms marketing actions influence consumers’ intentions to use mobile payment. To achieve this, a self-administered questionnaire was used to source data from 462 current adopters of mobile money in the towns of Yaoundé and Douala. Also structural equation modelling helped in testing the study hypotheses. The results indicate that the consumer’s perception of effort expectancy, social influence, performance expectancy, and security of the payment system, as well as the firms’ promotions and physical evidence, have a positive influence on consumers’ usage intention. The payment processes and the perceived price have a negative influence on usage intention. This suggests that, to ensure a wide usage of mobile payments, providers need to develop an easy-to-use, convenient, secure, reliable, and attractive payment service, with reliable means for the traceability and recoverability of wrong payments; and capitalize on SMS, word-of-mouth, and social media channels to promote the service. The work contributes to the extant literature on mobile payment by integrating the company’s marketing efforts.