Examining consumer adoption and perception of Mobile Money in Ghana

This paper investigates the consumer perception of a new electronic financial service in Ghana, namely mobile money (MM). We analyse the relationships among five MM-related constructs, which are perceived ease of use (PEOU), perceived usefulness (PU), perceived mobile money security (PMMS), attitude (ATT), and intention to use (IU). Importantly, the impact of age, family income, and gender on the relationships among the five MM constructs has been studied using a multi-group analysis approach. We find that PEOU, PU, and PMMS are significant determinants of ATT in the MM market in Ghana when age, family income, gender are not considered. However, the relationships among the five constructs exhibit significant variations when age, family income, and gender are considered. We also find an evidence that the effects of age, family income, and gender on consumers' perception of, ATT towards, and intention of using MM are significant in Ghana. The results of this study provide more insights into the research on MM, thus helping the development of marketing strategies for the service.