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Predicting user continuance intention towards M-pesa in Kenya

Author

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  • Olam Osah
  • Michael Kyobe

Abstract

Purpose - The purpose of this paper is to integrate established information systems theories (post-acceptance model (PAM) and task-technology fit (TTF)) to model and test determinants of user continuance intention within Kenya toward a proliferated mobile money service called M-pesa. Design/methodology/approach - A positivist method informed the design of the study. A survey instrument was developed and administered amongst M-pesa users in Kenya, yielding 618 responses. Selection of users followed a systematic sampling technique. Afterwards, structural equation modelling (SEM)-partial least squares (“SEM-PLS”) was used to examine the measurement and structural model of the study. Findings - The results revealed an unexpected finding that TTF’s utilization has a stronger path coefficient than PAM’s satisfaction in predicting user continuance intention toward M-pesa. This is contrary to most extant literature reports that satisfaction is the dominant predictor of usage continuance. Also, unexpected, the results revealed a lack of significant influence between the PAM’s post-usage usefulness (PUU) and satisfaction. Again, the relationship between PUU and satisfaction in most extant studies is reported as significant. Originality/value - The study suggests that saliency order of determinants of user continuance intention could differ within the developing world and developed world.

Suggested Citation

  • Olam Osah & Michael Kyobe, 2017. "Predicting user continuance intention towards M-pesa in Kenya," African Journal of Economic and Management Studies, Emerald Group Publishing, vol. 8(1), pages 36-50, March.
  • Handle: RePEc:eme:ajempp:ajems-03-2017-148
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    Citations

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    Cited by:

    1. Simplice A. Asongu & Nicholas M. Odhiambo, 2020. "The Mobile Phone, Information Sharing, and Financial Sector Development in Africa: a Quantile Regression Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(3), pages 1234-1269, September.
    2. Asongu, Simplice & Folarin, Oludele & Biekpe, Nicholas, 2019. "The Stability of Demand for Money in the Proposed Southern African Monetary Union," MPRA Paper 101092, University Library of Munich, Germany.
    3. Simplice Asongu & Nicholas Odhiambo, 2017. "Mobile banking usage, quality of growth, inequality and poverty in developing countries," Working Papers of the African Governance and Development Institute. 17/046, African Governance and Development Institute..
    4. Simplice A. Asongu & Nicholas M. Odhiambo, 2018. "ICT, Financial Access and Gender Inclusion in the Formal Economic Sector: Evidence from Africa," The African Finance Journal, Africagrowth Institute, vol. 20(2), pages 45-65.
    5. Simplice A. Asongu & Nicholas M. Odhiambo, 2018. "Information asymmetry, financialization, and financial access," International Finance, Wiley Blackwell, vol. 21(3), pages 297-315, December.
    6. Simplice A. Asongu & Nicholas M. Odhiambo, 2020. "Finance, Governance and Inclusive Education in Sub-Saharan Africa," Working Papers 20/037, European Xtramile Centre of African Studies (EXCAS).
    7. Simplice A. Asongu, 2019. "Financial Access and Productivity Dynamics in Sub-Saharan Africa," Working Papers 19/052, European Xtramile Centre of African Studies (EXCAS).
    8. Meniago, Christelle & Asongu, Simplice A., 2018. "Revisiting the finance-inequality nexus in a panel of African countries," Research in International Business and Finance, Elsevier, vol. 46(C), pages 399-419.
    9. Simplice A. Asongu & Jules R. Minkoua N., 2018. "Dynamic openness and finance in Africa," The Journal of International Trade & Economic Development, Taylor & Francis Journals, vol. 27(4), pages 409-430, May.
    10. Asongu, Simplice A. & Folarin, Oludele E. & Biekpe, Nicholas, 2019. "The long run stability of money demand in the proposed West African monetary union," Research in International Business and Finance, Elsevier, vol. 48(C), pages 483-495.
    11. Asongu, Simplice A. & Nnanna, Joseph & Acha-Anyi, Paul N., 2020. "Finance, inequality and inclusive education in Sub-Saharan Africa," Economic Analysis and Policy, Elsevier, vol. 67(C), pages 162-177.
    12. Asongu, Simplice A. & Nnanna, Joseph & Acha-Anyi, Paul N., 2020. "Inequality and gender economic inclusion: The moderating role of financial access in Sub-Saharan Africa," Economic Analysis and Policy, Elsevier, vol. 65(C), pages 173-185.
    13. Simplice A. Asongu & Joseph Nnanna & Paul N. Acha-Anyi, 2020. "Inclusive Education for Inclusive Economic Participation: the Financial Access Channel," Research Africa Network Working Papers 20/019, Research Africa Network (RAN).
    14. Simplice A. Asongu & Nicholas M. Odhiambo, 2019. "Size, efficiency, market power, and economies of scale in the African banking sector," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 5(1), pages 1-22, December.
    15. Simplice Asongu & Jacinta Nwachukwu, 2018. "Bank size, information sharing and financial access in Africa," International Journal of Managerial Finance, Emerald Group Publishing, vol. 14(2), pages 188-209, April.
    16. Simplice A. Asongu & Nicholas M. Odhiambo, 2019. "Testing the Quiet Life Hypothesis in the African Banking Industry," Journal of Industry, Competition and Trade, Springer, vol. 19(1), pages 69-82, March.
    17. Usep Suhud & Mamoon Allan & Dian Puspita Sari & Bayu Bagas Hapsoro & Dorojatun Prihandono, 2021. "Customers’ Continuance Intention in Using a Mobile Navigation App in the Tourism Context: What Factors Will Lead?," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 137-148.
    18. Simplice A. Asongu & Paul N. Acha-Anyi, 2017. "ICT, conflicts in financial intermediation and financial access: evidence of synergy and threshold effects," Netnomics, Springer, vol. 18(2), pages 131-168, December.
    19. Zhang, Marina Yue & Williamson, Peter, 2021. "The emergence of multiplatform ecosystems: insights from China's mobile payments system in overcoming bottlenecks to reach the mass market," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    20. Kala Kamdjoug, Jean Robert & Wamba-Taguimdje, Serge-Lopez & Wamba, Samuel Fosso & Kake, Ingrid Bive'e, 2021. "Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    21. Simplice Asongu & Rexon Nting & Joseph Nnanna, 2020. "Market power and cost efficiency in the African banking industry," Journal of Economic Studies, Emerald Group Publishing, vol. 47(6), pages 1247-1264, May.
    22. Simplice A. Asongu & Nicholas M. Odhiambo, 2022. "Financial Access and Value Added in Sub-Saharan Africa: Empirical Evidence from the Agricultural, Manufacturing and Service Sectors," Working Papers of the African Governance and Development Institute. 22/009, African Governance and Development Institute..
    23. David Mhlanga, 2020. "Industry 4.0 in Finance: The Impact of Artificial Intelligence (AI) on Digital Financial Inclusion," IJFS, MDPI, vol. 8(3), pages 1-14, July.

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