Consumer Acceptance of Mobile Payment Services in Nigeria: A customised Unified Theory of Acceptance & Use Technology (UTAUT) model

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Author
Ogundega, Ismaila
Date
2019Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
Innovations in technology continue to influence the daily routines of consumers. In the case
of mobile devices, their multifunctionality transforms opportunities for consumers, for
instance by conducting mobile payments. In spite of the merits of mobile payment services,
the number of users of these services is very low among Nigerian consumers. Hence, the aim
of this research is to design a conceptual model for measuring the acceptability rate of
consumer acceptance of mobile payment in Nigeria. More specifically, this research analyzes
the factors influencing consumer acceptance of mobile payment services in Nigeria and also
measures the acceptability rate of consumer acceptance.
By using a quantitative research approach with structured self-completion questionnaires, 500
questionnaires from Nigerian consumers were gathered and statistically analyzed so as to
empirically test the model of mobile payment acceptance. The researcher employed a crosssectional
survey across three different universities in Lagos Nigeria for collecting data to
design a customised model. Analysis of the investigation data was performed with SPSS,
PLS, PCA, Chi-Square and Regression Analysis. The model was validated with the aid of
data extracted from the original investigation of the respondents.
The results show that out of the examined seven factors, performance expectancy, relevance,
culture, technical support, trust, security and awareness have proven to be significant as they
influence the behavioural intention of the Nigerian consumers surveyed towards mobile
payment services. In addition, an association between the characteristics age and mobile
phone usage behaviour and the behaviour intention could be detected.
A key finding is that a behavioural intention among Nigerian consumers toward mobile
payment occurs according to this research. This study presents recommendations for service
users to improve on the identified influential factors for successful innovation of mobile
payment.
This research contributes to theory by using the less-researched perspective of innovation
resistance to the research field of mobile payment. Also, insights into Nigerian consumers
were provided to help service providers to design effective marketing strategies that will
satisfy the needs of the consumers.
Description
PhD Thesis - School of Management
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