To read this content please select one of the options below:

$44.00 (excl. tax) 30 days to view and download

Customer pre-adoption choice behavior for M-PESA mobile financial services: Extending the theory of consumption values

Newman O. Omigie, Hangjung Zo, Jae Jeung Rho, Andrew P. Ciganek

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 12 June 2017

1737

Abstract

Purpose

The purpose of this paper is to extend the theory of consumption values by investigating the influence of aesthetic, conditional, convenience, monetary, epistemic, self-gratification, and social value on customer pre-adoption choice behavior to use mobile financial services.

Design/methodology/approach

Data were collected using an online survey questionnaire resulting in 524 total responses from registered users of M-PESA mobile financial services in Kenya, ultimately resulting in a usable sample of 384 responses. Partial least squares was used to evaluate the research model and associated hypotheses.

Findings

Aesthetic, conditional, convenience, monetary, epistemic, and self-gratification value are positive determinants of customer pre-adoption choice behavior to use M-PESA mobile financial services, but not social value.

Research limitations/implications

Survey participants were limited to customers of M-PESA mobile financial services in Kenya. The study findings present important implications for managers and academic researchers in the mobile financial services market.

Originality/value

This is one of the first empirical studies to investigate customer pre-adoption choice behavior to use M-PESA mobile financial services from the perspective of customer perceived value.

Keywords

Citation

Omigie, N.O., Zo, H., Rho, J.J. and Ciganek, A.P. (2017), "Customer pre-adoption choice behavior for M-PESA mobile financial services: Extending the theory of consumption values", Industrial Management & Data Systems, Vol. 117 No. 5, pp. 910-926. https://doi.org/10.1108/IMDS-06-2016-0228

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles