Exploring the Determinants of Intent to Adopt Mobile Value-Added Services by Women's Micro and Small Businesses in Tonga

Abstract

This paper examines factors affecting the intention to adopt mobile value‐added services (MVS) by women's micro and small businesses (WMSBs) in the Kingdom of Tonga. Previous research on technology acceptance reveals that perceived ease of use and perceived usefulness affect the intent to use technologies. Nevertheless, studies on behavior propose that societal values affect the intent to use. The study tries to fill the gap by examining those three variables' effects on the intent to adopt MVS in Tonga—a Pacific island nation that embraces a distinctive culture of mutuality and sharing. After surveying 267 women microbusiness owners, the study reveals that the most influential determinant of intent to use MVS is social support. Social support also affects perceived ease of use and perceived usefulness of MVS. Therefore, in collective cultures such as Tonga, leaders and decision-makers should involve social networks to expand the adoption of technologies.