CONSUMER BEHAVIOR AND THE USE OF E-MONEY MOBILE IN TANZANIA
Authors:
Mr. Robert Mwenyasi
Abstract:
The purpose of this study is to understand consumer’s behavior on their use of e-money mobile. The study of use e-money mobile is still at the early stage in the payment transaction. The e-money mobile is a new product for payment transaction that look for massive, micro, and quick means for the transaction. The model that integrates into this study is the Decomposed Theory of Planned Behaviour (DTPB). In particular, it is simultaneously assessing the determinants of consumer’s use e-money mobile in Tanzania which examines seven (7) variables. The variables are attitude, subjective norm, perceived behavioral control, perceived risk, perceived security, intention and usage behaviour. Based on a sample of eighty hundred (800) respondents was selected using the mall-intercept method with technique sampling multistage cluster sampling and systematic random sampling in Dar-es-salaam City, Tanzania. The Partial Least Squares Method (PLS) series PLS 2.0 M3 for algorithm and bootstrap techniques and SPSS 18 was used to test the hypothesis that has been developed. Results show that all variables had a significant positive influence on the use of e-money mobile. This study contributes to improving the specific theory of DTPB that generally limited to e-Commerce, e-Banking, and other social networking. The findings give more information to the issuers about the characteristic consumers and add new knowledge for academics, practitioners, bank, assurance companies, airline companies and the health sector.