Continuous intention to use mobile money (MM) services: Driving factors among small and medium-sized tourism and hospitality enterprises (SMTHEs)

Abstract

Mobile money (known popularly as “MOMO” in Ghana) usage has become common in Africa. However, the driving factors explaining the continuous use of such services among small and medium-sized tourism and hospitality enterprises (SMTHEs) is still unknown. This study examines the driving factors of continuous intention to use MM services among SMTHEs in Ghana. It employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and the diffusion of innovation and perceived risk theories to examine the key drivers and deterrents of continued MM usage among SMTHE operators. A structural model was developed to test eleven hypotheses. A multi-stage proportionate random sampling was conducted on sub-sectors such as accommodation, restaurants, transport agencies and artisans within four selected cities in Ghana, yielding 380 useful survey questionnaires. Overall, the results of both CFA and SEM indicate that the model fits the data. For instance, effort expectancy, performance expectancy, hedonic motivations, habit, personal innovations, destination-infrastructure risk, technology risk and awareness were significant drivers of the intention to continuously use MM services. Further results from the multi-group moderation analysis show significant differences between males and females relative to the relationship between effort expectancy and continuous intention. The implications and limitations of the findings are discussed and suggestions for future research are given.