Customer pre-adoption choice behavior for M-PESA mobile financial services: Extending the theory of consumption values
Abstract
Purpose The purpose of this paper is to extend the theory of consumption values by investigating the influence of aesthetic, conditional, convenience, monetary, epistemic, self-gratification, and social value on customer pre-adoption choice behavior to use mobile financial services. Design/methodology/approach Data were collected using an online survey questionnaire resulting in 524 total responses from registered users of M-PESA mobile financial services in Kenya, ultimately resulting in a usable sample of 384 responses. Partial least squares was used to evaluate the research model and associated hypotheses. Findings Aesthetic, conditional, convenience, monetary, epistemic, and self-gratification value are positive determinants of customer pre-adoption choice behavior to use M-PESA mobile financial services, but not social value. Research limitations/implications Survey participants were limited to customers of M-PESA mobile financial services in Kenya. The study findings present important implications for managers and academic researchers in the mobile financial services market. Originality/value This is one of the first empirical studies to investigate customer pre-adoption choice behavior to use M-PESA mobile financial services from the perspective of customer perceived value.
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Previous studies have affirmed a positive relationship between self-gratification value and customer behaviours.
“Previous studies also affirmed a positive relationship between self-gratification value and customer behaviours [62,92,131].”
From Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity (2024) · cites this paper as [62]
Cites
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Zhang, Q., Wang, Y., & Ariffin, S. K. (2024) · PLoS ONE · doi:10.1371/journal.pone.0296339 · Cited by 50 · see citing works
- Authors
- Omigie, N. O., Zo, H., Rho, J. J., & Ciganek, A. P.
- Affiliations
- Korea Advanced Institute of Science and Technology (KR)
- University of Wisconsin–Whitewater (US)
- Venue
- Industrial Management & Data Systems
- Publisher
- Emerald
- Published
- 2017-06-12
- Volume
- 117
- Issue
- 5
- Pages
- 910-926
- ISSN
- 0263-5577 (ISSN-L)
- OpenAlex
- W2608639226
- Cited by
- 85
- References
- 3
- Citations by year
- 2026: 8 · 2025: 14 · 2024: 13 · 2023: 12 · 2022: 13 · 2021: 11 · 2020: 8 · 2019: 3 · 2018: 2 · 2017: 1
- FWCI
- 6.16
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Industrial Management & Data Systems (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- M-Pesa, mobile financial services, consumption values, customer perceived value, aesthetic value, conditional value, convenience value, monetary value, epistemic value, social values, technology adoption
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