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

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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.
Publisher
EMERALD GROUP PUBLISHING LIMITED
Issue Date
2017
Language
English
Article Type
Article
Keywords

PERCEIVED VALUE; SATISFACTION; INFORMATION; INTENTIONS; ATTITUDES; PRODUCTS; LOYALTY; SCALE

Citation

INDUSTRIAL MANAGEMENT & DATA SYSTEMS, v.117, no.5, pp.910 - 926

ISSN
0263-5577
DOI
10.1108/IMDS-06-2016-0228
URI
http://hdl.handle.net/10203/225176
Appears in Collection
MG-Journal Papers(저널논문)RIMS Journal Papers
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