A model for mobile money services adoption by traders in Uganda

Abstract Mobile money services provide benefits for trade such as payment of bills, reduced cost and time for transactions, increased savings options, sales, and convenience. Despite the benefits, adoption and use of mobile money services by traders in Uganda remain low. This paper reports on the results of a study that explore the challenges traders face in using and adopting mobile money services in Uganda. Self‐administered questionnaire was used to collect data from 394 respondents in a survey. A model to support mobile money service adoption by traders is proposed. The proposed model extends the Unified Theory for the Acceptance and Use of Technology. Regression analysis indicated that performance expectancy, social influences, and sensitization constructs significantly influence the behavioural intention of mobile money services adoption for trade. On the other hand, security, effort expectancy did not significantly influence the behavioural intention to adopt mobile money services by traders. The findings further reveal that facilitating conditions influenced use behaviour of mobile money services for trade transactions. The proposed model is flexible and generic and can be utilized in other developing countries with similar contexts as Uganda.