Understanding the Continuance of Mobile Financial Services in Kenya: The Roles of Utilitarian, Hedonic, and Personal Values

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This study develops an integrated model that extends the means-end theory with customer value research and examines continuance intention towards using mobile financial services. A large-scale online questionnaire targeting M-PESA customers in Kenya was employed to analyze the research model. The results indicate that utilitarian and hedonic values affect continuance intention. Hedonic and personal values impact customer satisfaction, while customer satisfaction influences continuance intention. Customer satisfaction mediates the indirect effects of hedonic and personal values on continuance intention. This study presents a value-based framework to examine the hierarchical influences of customer value on attitudes and outcome behaviors. This study offers several research contributions as well as insights for practitioners to enhance mobile financial services for sustained adoption, use, economic and developmental success.
Publisher
IGI GLOBAL
Issue Date
2020-07
Language
English
Article Type
Article
Citation

JOURNAL OF GLOBAL INFORMATION MANAGEMENT, v.28, no.3, pp.36 - 57

ISSN
1062-7375
DOI
10.4018/JGIM.2020070103
URI
http://hdl.handle.net/10203/274036
Appears in Collection
MG-Journal Papers(저널논문)
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