[논문]에티오피아 모바일화폐 서비스의 채택의향과 사용행태 결정요인

황기현

doi:10.14400/jdc.2020.18.2.023

[국내논문] 에티오피아 모바일화폐 서비스의 채택의향과 사용행태 결정요인
Determinants of Behavioral Intention and Usage of Mobile Money Services in Ethiopia 원문보기

디지털융복합연구 = Journal of digital convergence, v.18 no.2, 2020년, pp.23 - 35

초록
AI-Helper

모바일 화폐는 금융 서비스 제공에 혁명을 일으켜 신흥국, 특히 동 아프리카 국가의 금융에 대한 접근성을 향상시킬 수 있는 금융 포용을 가능하게 하는 핵심 요소이다. 따라서 본 연구는 UTAUT2 모델을 이용하여 에티오피아에서 모바일 화폐 서비스를 채택하려는 개인의 행동 의도 및 실제 사용에 영향을 미치는 주요 결정 요인을 분석하는 것을 목표로 한다. 본 연구 모델과 가설은 에티오피아의 여러 지역에서 200명의 응답자를 추출하여 테스트했다. 데이터 분석 결과는 정부 지원, 성과 기대, 촉진 조건, 모바일 화폐 서비스에 대한 신뢰 및 노력 기대가 에티오피아의 모바일 화폐 서비스 사용에 영향을 미치는 주요 요인으로 도출된 반면, 사회적 영향과 낮은 거래 비용 요소는 통계적으로 유의하지 않은 것으로 나타났다. 본 연구 결과는 모바일 화폐 서비스의 낮은 수수료 책정보다는 적절한 정책과 규정을 통한 모바일 화폐 서비스 활성화를 위한 에티오피아 정부의 적극적 노력과 지원만이 자국의 모바일 화폐 서비스 채택 및 보급을 촉진할 수 있다는 유용한 정보를 제공한다.

Abstract ▼ AI-Helper

Mobile Money is a key factor of financial inclusion that can revolutionize the financial service delivery and hence enhance access to finance in emerging economies, especially the East African countries. This study therefore aims to study the determinants of individual's behavioral intention and usage of Mobile Money services in Ethiopia by usiing the UTAUT2 model. The research model was tested by sampling 200 respondents from different areas of Ethiopia. The analysis results found that Government Support, Facilitating Conditions, Performance Expectancy, Trust and Effort Expectancy are the key factors that affect the usage of Mobile Money service, while Lower Transaction Cost factors and Social Influence were not statistically significant. The findings provide useful information that only government's active efforts and support to promote mobile money services, through appropriate policies and regulations rather than lower transaction cost, can facilitate the adoption and dissemination of such services in Ethiopia.

Keyword

표/그림 (4)

그림 Fig. 1. Integrated Research Model
표 Table 1. Reliability and Discriminant Validity test
표 Table 2. Structural Model fit test
표 Table 3. The Summary of hypothesis testing

AI 본문요약
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문제 정의

However, there is few studies on Mobile Money or Banking services in Ethiopia[1]. Therefore, this study aims to investigate the major factors influencing the adoption of Mobile Money services by customers in Ethiopia where there is a large population and a high potential in economic growth in the future. It is also focused on providing some recommendations on how to accelerate financial inclusion using such services.
This study is focused on investigating the users’ behavioral intention on the usage of Mobile Money services by Ethiopia’s citizens.
This study was designed to investigate factors that affect Behavioral Intension to use Mobile Money and Usage Behavior of Mobile Money services in Ethiopia. We used an integrated research model of UTAUT2 by adding two factors such as government support and trust on mobile money service.
The key objective of this research is to boost theoretic Mobile Money adoption studies and investigate the factors that influence the usage of Mobile Money. For this, by integrating “government support” and “trust on Mobile Money service” constructs to the existing UTAUT2 model, this research found that Effort Expectancy, Performance Expectancy, Trust on Mobile Money Service, Government Support and Facilitating Conditions strongly affect the usage of Mobile Money service in Ethiopia.
However, there are few UTAUT2-based studies compared to huge TAM-based ones. Therefore, the key theoretic contribution of this research is to demonstrate the feasibility and generality of UTAUT2 research model in relation to Mobile Money use in developing countries.
As mobile technology evolves rapidly and the convergence of ICT and finance accelerates, more research on the use of Mobile Money is needed over time. This study should include both quality of service and traceability factors to enable Mobile Money customers to recognize high quality services[12, 25]. Finally, the study was carried out in Ethiopia, where the mobile industry was not fully developed and Mobile Money was an infant stage.

가설 설정

H1: Performance Expectancy positively affects individual Behavioral Intension for using Mobile Money.
H2: Effort Expectancy positively affects individual Behavioral Intension for using MobileMoney.
H3: Social Influence positively affects individual Behavioral Intension for using MobileMoney.
H4: Lower Transaction Cost positively affects individual Behavioral Intension for using Mobile Money.
H5: Trust on Mobile Money Service positively affects individual Behavioral Intension for using Mobile Money.
H6: Government Support positively affects individual Behavioral Intension for using Mobile Money.
H7: Facilitating Conditions positively affect individual Behavior to use Mobile Money.
H8: Behavioral Intention positively affect individual Behavior to use Mobile Money.
In H3, Social Influence affect to behavioral intention was not statistically significant(p-value>0.05, p= 0.391), therefore this hypothesis was rejected.
With H6, Government Support has significant positive effect on behavioral intention to adopt Mobile Money services in Ethiopia(β = 0.366, p <0.001).
For H5, Customer’s Trust had significant positive effect on behavioral intention to adopt Mobile Money services in Ethiopia(β = 0.198, p <0.05).
For H4, Lower Transaction Cost to behavioral intention was not statistically significant(p-value>0.05, which is p=0.19), so this hypothesis was not supported.
For H7, Facilitating Conditions showed significant positive effect on usage behavior of Mobile Money services in Ethiopia(β = 0.264, p <0.001).

제안 방법

So, this research adopted the extended UTAUT2 model by integrating two factors such as government support and trust on Mobile Money services in order to represent Ethiopia’s specific context(see Fig. 1).
The study model in Fig. 2 includes seven independent factors such as Effort Expectancy, Social Influence, Performance Expectancy, LowerTransaction Cost, Government Support, Trust on Mobile Money Service, and Facilitating Conditions. The study model has Behavioral Intension to adopt Mobile Money as an intermediate factor and Usage Behavior as a dependent factor.
2 includes seven independent factors such as Effort Expectancy, Social Influence, Performance Expectancy, LowerTransaction Cost, Government Support, Trust on Mobile Money Service, and Facilitating Conditions. The study model has Behavioral Intension to adopt Mobile Money as an intermediate factor and Usage Behavior as a dependent factor.
The Cronbach's alpha test was undertaken to test internal consistency.
The model fit of structural equation was evaluated to determine the ability of a model to reproduce the data before hypothesis testing. There are three fitness indexes used for model fit.
The hypothesis testing determines whether independent variables prominently contribute to the dependent variables[21-23]. The hypothesized relationships within the research model were tested on path analysis using structural modeling. The result reveals that hypotheses H3 and H4 are rejected, while the remainder hypotheses H1, H2, H5, H6, H7 and H8 are accepted.

이론/모형

Our study model includes nine constructs and each of them is assessed in multiple items. The survey questionnaires were based on the proposed research framework, using seven Likert points scale. Such items have been selected from the existing literature related to mobile money, mobile banking, electronic banking and commerce and mobile payment in order to support content validity.
EFA enables to find common variables that best constitute data and to decrease the number of variables. Maximum likelihood method was selected for exploratory factor analysis, while Varimax rotation method was used as the rotation method. Factor Loading revealed a minimum of 0.

성능/효과

The hypothesis testing results indicate that Performance Expectancy, Effort Expectancy, Trust on Mobile Money Serice, and Government Support affect individual Behavioral Intension to use Mobile Money, whereas Social Influence and Lower Transaction Cost don't influence individual Behavioral Intension to use Mobile Money Services.
391), therefore this hypothesis was rejected. The research finding reveals that most respondents did not assure the positive effect of Social Influence on behavioral intention to use Mobile Money service in Ethiopia. This implies that users were not influenced by interpersonal word-of-mouth and peer groups.

후속연구

In addition， regarding the phenomenon that the introduction of Mobile Money service in Ethiopia is in its infancy and there are few studies related to mobile financial services, this study will be useful for future literature and its findings will contribute as fundamentals of Mobile Money study in developing countries including Ethiopia.

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