How is the use of mobile money services transforming lives in Ghana?
Shaikh, A. A., Glavee-Geo, R., Karjaluoto, H., & Hinson, R. E. (2019). How is the use of mobile money services transforming lives in Ghana?. In A. A. Shaikh, & H. Karjaluoto (Eds.), Marketing and Mobile Financial Services : A Global Perspective on Digital Banking Consumer Behaviour (pp. 256-280). Routledge. Routledge Studies in Marketing. https://doi.org/10.4324/9781351174466-12
Published inRoutledge Studies in Marketing
© 2018 Routledge
Mobile money (MM) is considered a revolutionary phenomenon in the developing world and relies on basic mobile handsets capable of voice and SMS or text. This chapter assesses the potential of mobile phones as a delivery mechanism for financial services in Ghana. Based on the sample of 595 responses collected during the months of September and October, 2016, we investigated various consequences that influence the consumer decision-making process and continuous usage within the mainstream MM or micro-financial services. In total, six hypotheses were developed and tested. The results provided support for all the hypotheses. The key takeaway from this chapter is that MM service agent credibility was found to be a significant driver of consumer engagement and continuous usage. The chapter concludes with a discussion enlisting study implications, limitations, and future research directions.
Parent publication ISBN978-0-8153-8694-0
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