Predicting user continuance intention towards M-pesa in Kenya

Abstract

Purpose

The purpose of this paper is to integrate established information systems theories (post-acceptance model (PAM) and task-technology fit (TTF)) to model and test determinants of user continuance intention within Kenya toward a proliferated mobile money service called M-pesa.

Design/methodology/approach

A positivist method informed the design of the study. A survey instrument was developed and administered amongst M-pesa users in Kenya, yielding 618 responses. Selection of users followed a systematic sampling technique. Afterwards, structural equation modelling (SEM)-partial least squares (“SEM-PLS”) was used to examine the measurement and structural model of the study.

Findings

The results revealed an unexpected finding that TTF’s utilization has a stronger path coefficient than PAM’s satisfaction in predicting user continuance intention toward M-pesa. This is contrary to most extant literature reports that satisfaction is the dominant predictor of usage continuance. Also, unexpected, the results revealed a lack of significant influence between the PAM’s post-usage usefulness (PUU) and satisfaction. Again, the relationship between PUU and satisfaction in most extant studies is reported as significant.

Originality/value

The study suggests that saliency order of determinants of user continuance intention could differ within the developing world and developed world.

Citation

Osah, O. and Kyobe, M. (2017), "Predicting user continuance intention towards M-pesa in Kenya", African Journal of Economic and Management Studies, Vol. 8 No. 1, pp. 36-50. https://doi.org/10.1108/AJEMS-03-2017-148