Author:
Fall Ndeye Astou Manel,Diop-Sall Fatou,Poncin Ingrid
Abstract
Purpose
Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal.
Design/methodology/approach
Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT.
Findings
Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users’ cultural and individual characteristics for better customer relationship management policy.
Originality/value
Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology.
Reference98 articles.
1. Determinants of continuance intention to use mobile money transfer: an integrated model;The Journal of Internet Banking and Commerce,2017
2. Extending the context of service: from encounters to ecosystems;Journal of Services Marketing,2015
3. Mobile phones and economic development in africa;Journal of Economic Perspectives,2010
4. Aker, J.C. and Wilson, K.
(2013), “
Can mobile money be used to promote savings? Evidence from Northern Ghana”, SWIFT Institute Working Paper No. 2012-003, doi: 10.2139/ssrn.2217554.
5. ANSD (2016), “
Report: project listening to Senegal 2014, mobile survey, module 7: living conditions of households”, available at: http://www.ansd.sn.
Cited by
4 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献