Adoption strategies [for] mobile payment services in South Africa

Abstract

The purpose of this study focused on examining consumer behaviour and acceptance towards adopting mobile payment services in Johannesburg, South Africa. Mobile payments are in an emerging phase, but offer potential benefits to both consumers and industry at large. Although adoption strategies around internet banking and cell phone banking have been explored in various parts of the world, adoption strategies specifically around mobile payment services in a South African context has not been adequately researched. The methodology used in this research study was quantitative; whereby paper based, self-dispensed questionnaires were to individuals within the Johannesburg area and those on campus at the University of Witwatersrand. Respondents include din this study were aged between 18 and 65 years. A pilot study of ten respondents was conducted to ensure validity and reliability of the questionnaire. Following this, the research was then conducted to a sample size of 215 respondents. Due to time constraints, this study made use of convenience sampling. Data collected from the questionnaires was analysed using statistical analysis to investigate the relationship between the variables used in the research model, this being a modified version of the Decomposed Theory of Planned Behaviour (TPB) model – The decomposed TPB model is successful in predicting and explaining human behaviour across various platforms and breaking outcomes down into specific dimensions. In addition, the decomposed TPB model is most suitable for steering decision makers towards the implementation of innovations. The decomposed TPB model will provide insight into understanding consumers’ individual attitudes, subjective norms and perceived behavioural control, which ultimately influences the likelihood of consumers using mobile payment services. ii Results found in this research paper can ultimately conclude that the proposed theoretical framework model supports the results found in this research study. The findings of this research, which was focused towards, attitude, perceived behavioural control and subjective norms do have a significant relationship on the intention to adopt mobile payment services. It must be noted that subjective norms and self-efficacy, followed by the attitude towards the advantages towards of mobile payment services, had the strongest relationships on the intention to adopt. In terms of the hypotheses set and tested, all resulted as postulated. In conclusion to this study the contribution of this research provides mobile payment service providers, the banking industry, marketers, retailers and academics with the factors that encourage consumers to adopt mobile payment services and to utilise the research to exploit the conversion rate of customers towards adopting mobile payment services. Further to this potential bankers and marketers abroad could utilise the established results found in chapter six, to capitalize on mobile payment services adoption opportunities in their own markets.