Why Mobile Money Users Keep Increasing? Investigating the Continuance Usage of Mobile Money Services in Tanzania

Abstract

This study examined factors that affect continuance usage of mobile money services in Tanzania. The Theory of Planned Behavior was adopted as a theoretical foundation of the study. The theory was further extended by including the constructs of perceived cost, perceived trust and satisfaction as determinants of mobile money service continuance usage behaviour. A total of 309 valid and reliable responses collected using questionnaires were used for data analysis. The data were analysed using Structural Equation Modeling (SEM) approach. The findings depict that perceived trust, attitude and perceived behavioral control have significant influence on continuance behavioral intention while perceived trust, satisfaction and continuance behavioral intention have significant influence on continuance usage behavior. The study provides a number of useful implications for scholars and policy makers which could be used to enhance and provide sustainable mobile money services to users.