A cashless society for all : determining consumers’ readiness to adopt mobile payment services

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dc.contributor.author Humbani, Michael
dc.contributor.author Wiese, Melanie
dc.date.accessioned 2018-01-18T07:29:09Z
dc.date.issued 2017-11
dc.description.abstract The technology readiness index was applied to determine consumers’ readiness to adopt mobile payment services and the moderating effect of gender. Gender has been identified as a key variable in adoption and its vital role in market segmentation and gender empowerment obliges its inclusion. The results of the regression analysis indicate that convenience and compatibility drive consumers’ adoption whereas risk, cost and insecurity are inhibitors. Furthermore, gender moderates only the relationship between convenience and the adoption of mobile payment services. Given the moderating effect of gender, companies should initiate advertising campaigns targeting women opinion leaders in advertisements, which can in turn encourage and educate other women to enjoy the convenience of mobile payments. Results provide insights on how to increase adoption and reduce the gender gap in mobile payment services. en_ZA
dc.description.department Marketing Management en_ZA
dc.description.embargo 2019-05-07
dc.description.librarian hj2018 en_ZA
dc.description.uri http://www.tandfonline.com/loi/wjab20 en_ZA
dc.identifier.citation M. Humbani & M. Wiese (2017): A Cashless Society for All: Determining Consumers’ Readiness to Adopt Mobile Payment Services, Journal of African Business, DOI: 10.1080/15228916.2017.1396792. NYP. en_ZA
dc.identifier.issn 1522-8916 (print)
dc.identifier.issn 1522-9076 (online)
dc.identifier.other 10.1080/15228916.2017.1396792
dc.identifier.uri http://hdl.handle.net/2263/63595
dc.language.iso en en_ZA
dc.publisher Routledge en_ZA
dc.rights © 2017 Informa UK Limited, trading as Taylor & Francis. This is an electronic version of an article published in Journal of African Business, vol. x, no. y, pp. z-zz, 2017. doi : 10.1080/15228916.2017.1396792. Journal of African Business is available online at : http://www.tandfonline.comloi/wjab20. en_ZA
dc.subject Adoption en_ZA
dc.subject Technology readiness index (TRI) en_ZA
dc.subject Drivers en_ZA
dc.subject Inhibitors en_ZA
dc.subject Mobile payment services en_ZA
dc.subject Gender en_ZA
dc.title A cashless society for all : determining consumers’ readiness to adopt mobile payment services en_ZA
dc.type Postprint Article en_ZA


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