Demographics as Moderator Between Perceived Easy of Use, Individual Awareness and Adoption of Mobile Financial Services
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Date
2021
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Abstract
The number of mobile financial services users is keeping increasing in Tanzania. Despite such an increase, few
individuals actively use mobile financial services. The adoption of these services may be contributed by either
the different features of mobile financial services or demographics orientation. The current study used Unified
Theory of Acceptance and Use of Technology and AMOS-SEM for data analysis. The findings revealed that the
antecedents of mobile financial services, namely individual awareness and perceived ease of use significantly
influence individual mobile financial services adoption. Demographics orientation was also found to have
moderating effect on the relationship between individual awareness and perceived ease of use, and individual
mobile financial services adoption. The paper makes a contribution in the theory used and contributes knowledge
to the Tanzania national second financial inclusion policy 2018-2022 by considering demographics variables in
analyzing different issues.
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Keywords
demographics, mobile financial services adoption, financial inclusion