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

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.