Factors Influencing Adoption of Mobile Money Services Among Small and Medium Enterprises (SMEs) in Tanzania: A Case Study of Tourism Sector

Ndekwa, Alberto Gabriel (2017) Factors Influencing Adoption of Mobile Money Services Among Small and Medium Enterprises (SMEs) in Tanzania: A Case Study of Tourism Sector. ["eprint_fieldopt_thesis_type_phd" not defined] thesis, The Open University of Tanzania.

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Abstract

This thesis aimed at analyzing factors influencing adoption of mobile money services among SMEs in Tanzanian Tourism Sector. Specifically this study focused on: i) to determine the extent to which technological characteristics influence adoption of mobile money among SMEs in Tanzania Tourism sector, ii) to examine the extent to which organizational characteristics influence adoption of mobile money services among SMEs, and iii) to analyze the impact of environmental characteristics on adoption of mobile money services among SMEs in the Tanzania Tourism sector. Both case study design and survey design were used with a total sample size of 358 respondents. Case study choice helped in obtaining an in-depth understanding of mobile money services. Survey was used to test the hypothesis and model used. Stratified sampling technique was used in order to ensure representativeness of the sample from Arusha, Dar es Salaam and Unguja. Simple random sampling was used to draw the sample of 349 and purposive sampling technique was used to deployed in selecting six cases for in-depth analysis. The findings of the study, based on using structural equation modeling (SEM) revealed that technological and environmental characteristics significance influence SMEs in adopting mobile money services (MMS) while organizational characteristics were found to be a insignificant factor. This study concluded that mobile money unique characteristics specifically compatibility and perceived benefits, and the external environmental factor such as customers and regulatory frameworks in which tourist firms operate have a significant influence on SMEs in adopting MMS. This study recommended that for SMEs to effectively adopt MMS, vendors must develop the mobile money services which fit well to SMEs daily operations

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