Determinants of consumers’ attitude towards mobile wallet adoption in Somalia

Abstract

Purpose

This study aims to empirically investigate the factors that influence consumers' attitudes and intentions to use mobile wallets in the context of Somalia. Additionally, the study examines the role of attitude as a mediator between independent variables and the dependent variable.

Design/methodology/approach

A multidisciplinary model is proposed, building on the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT) and other relevant research on factors influencing technology adoption. Data were collected using a questionnaire, and convenience sampling was employed to select the respondents. A total of 321 respondents participated in the survey. Fifteen hypotheses were formulated, and PLS-SEM and SPSS software were used to estimate and test the hypothesized model.

Findings

The results show that factors including attitude, lifestyle condition (LC), perceived ease of use (PEOU) and perceived usefulness (PU) have a direct effect on the intention to use mobile wallets. However, facilitating conditions (FC), quality of internet connection (QIC), security (SEC) and trust do not have a direct effect on mobile wallet adoption. On the other hand, attitude mediates the relationship between facilitating conditions, lifestyle compatibility, perceived ease of use, perceived usefulness, quality of internet connection, security and mobile wallet adoption. Consumer attitude does not mediate the relationship between trust and mobile wallet adoption.

Research limitations/implications

This empirical study was conducted only in Mogadishu, thus limiting its geographic scope. Future research on mobile wallets should consider more cities in Somalia. The data were collected at a specific point in time. Given the rapidly changing rate of mobile wallet usage, a longitudinal study might be warranted. Additionally, other variables such as relative advantage, perceived benefits, risk and additional factors could be considered.

Practical implications

As lifestyle conditions, perceived ease of use and perceived usefulness emerged as important constructs for mobile wallet acceptance, there is a need to develop the best ease of use, the most suitable conditions and the highest perceived usefulness. The findings have managerial implications that can help banks providing mobile wallet services to increase the usage and adoption of their services.

Originality/value

Mobile wallets have introduced new digital payment options for consumers while also providing businesses and marketers with enhanced opportunities to promote their products and services online. However, there is limited research on the adoption of mobile wallets in Somalia. This study may be the first in Somalia to investigate mobile wallet adoption with a larger sample size compared to previous studies. It also proposes and validates additional constructs not included in the original model.

Citation

Mukhtar, Y.A. and Barre, G.M. (2024), "Determinants of consumers’ attitude towards mobile wallet adoption in Somalia", African Journal of Economic and Management Studies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJEMS-05-2023-0194