Disentangling the inducement to consumer m-money usage: An extended motivation theory and TAM
Year: 2024
Type: article
Study design: Observational Study
Abstract: The study aims to illuminate the formulation of consumers’ intrinsic motivation, attitude, and adoption intention toward mobile money (m-money) by combining motivation theory (MOT) with technology acceptance model (TAM). The questionnaire was designed and an online survey was distributed to 398 respondents inclined to utilize m-money. A research model was assessed using the structural equation modelling (SEM). Results supported the positive influences of intrinsic motivation, extrinsic motivation, ease of use, and attitude on adoption intention. Attitude is significantly predicted by ease of use, intrinsic and extrinsic motivations. Promotions, innovativeness and social influence foster intrinsic motivation. Additionally, ease of use and extrinsic motivation play a mediating role in the relationships between intrinsic motivation and attitude, intrinsic motivation and adoption intention. Lastly, the findings draw several theoretical and managerial implications for academia and practitioners to assist them adopting insightful marketing trajectories of amplifying m-money to consumers.
DOI: 10.14707/ajbr.240179
Author: Le Xuan Cu
Institution: Thuongmai University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405872877