Influence of word-of-mouth and familiarity on diffusion and adoption of WeChat wallet in South Africa
The modern world has witnessed a significant growth of sophisticated mobile payment technologies in Africa.WeChat wallet application,for instance,was recently launched in South Africa to replace the traditional cash-based monetary systems,hence allowing consumers to conduct financial transactions electronically.This application,originated from China,has drawn wide attention of African consumers because of competitive and ease-to-use payment features it contains.Motivated by the huge demands of the application and by inadequacy of related studies in Africa,we have proposed a conceptual model demonstrating that familiarity of WeChat wallet and propagation of word-of-mouth(WOM)play a fundamental role in diffusion and adoption of a WeChat wallet feature,called Scan Merchant,in South Africa.The findings show that all hypotheses were supported,and that the proposed determinants could be explained by acceptance levels of variances: 58%,Scan Merchant; and,53%,WOM.These promising findings imply that our model may be suitable for both theoretical and practical settings of diffusion and adoption of payment technologies in Africa.
Word-of-mouth WeChat wallet Scan Merchant diffusion of technology observation learning theory
Elizabeth D.Matemba Guoxin Li Baraka J.Maiseli
School of Management,Harbin Institute of Technology,No.13 Fuyuan Street,Nangang District,Harbin,PR C College of Information and Communication Technologies, University of Dar es Salaam, Dar es Salaam, T
国际会议
太原
英文
503-510
2019-06-29（万方平台首次上网日期，不代表论文的发表时间）