Exploring the Moderating Effects of Socio-Demographic Variables on Consumer Acceptance and Use of Mobile Money Transfer Services (MMTs) in Southern Zimbabwe

Abstract

The changing competitive landscape for mobile telecom service companies in Zimbabwe has significantly contributed to the launch of innovative market offerings, in particular, the mobile money transfer services (MMTs). The high uptake of mobile phone technology has triggered intense competition amongst the three major players: Econet, Telecel and Netone along with traditional banking and financial institutions. The purpose of the study was to explore the moderating effects of socio-demographic variables: age, gender, income, education and employment status on frequency of use (FOU), use of MMT applications and the actual user acceptance of MMT services. The survey results were obtained from a sample of 350 respondents. A semi-structured interview guide was used to gather primary data on FOU, use of MMT applications and acceptance of MMT services in Southern Zimbabwe. Data on consumer socio-demographic profiles were recorded during the interviews. The major findings were that age, gender and income negatively affect MMT user acceptance whilst education levels and employment status are key socio-demographic variables that predict FOU, use of MMT applications and actual user acceptance of MMTs.

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