Payment Digitisation in Ghana via Mobile Money
Author
Heyman, Alex Gameli
Term
4. term
Publication year
2017
Submitted on
2017-06-08
Pages
90
Abstract
Mobilbetalinger er blevet vigtige i mange udviklingsmarkeder, hvor formelle finansielle tjenester spreder sig langsomt. I Ghana undersøger denne afhandling, hvordan den store udbredelse af mobiltelefoner kan bruges til at digitalisere betalinger via Mobile Money. Vi anvendte en tilpasset version af UTAUT (Unified Theory of Acceptance and Use of Technology), en ramme der forklarer, hvorfor mennesker tager ny teknologi i brug, for at identificere de forhold der påvirker ghaneseres villighed til at bruge Mobile Money til betalinger. Resultatet viser, at indsatsforventning (EE) – troen på, at tjenesten er let at lære og bruge – er den stærkeste faktor for intentionen om at tage den i brug. For at fremme digitale betalinger bør mobilselskaber (MNO’er) anvende en multi-sidet platform (MSP) supply-push-strategi: aktivt rekruttere og støtte handlende, så deres mange brugere får flere steder at betale, og derved udnytte krydsside-netværkseffekter (tjenesten bliver mere værdifuld for brugere, når flere handlende accepterer den, og omvendt).
In many developing markets, formal banking spreads slowly, and mobile payments help fill the gap. This thesis looks at Ghana and how the widespread use of mobile phones can be leveraged to digitize payments through Mobile Money. We applied an adapted version of the Unified Theory of Acceptance and Use of Technology (UTAUT), a framework for understanding why people adopt new technologies, to identify what shapes Ghanaians’ willingness to use Mobile Money for payments. The results show that effort expectancy (EE)—the belief that the service will be easy to learn and use—was the strongest determinant of intention to use. To grow digital payments, mobile network operators (MNOs) should adopt a multi-sided platform (MSP) supply-push strategy: actively recruit and support merchants so their many users have more places to pay, taking advantage of cross-side network effects (the service becomes more valuable to users when more merchants accept it, and vice versa).
[This abstract was generated with the help of AI]
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