Mobile commerce adoption model tested on safari Com- M pesa Service in Nairobi

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Kampala International University, College of Economics and Management
Mobile commerce is a relatively new phenomenon in the African context and thus there is limited literature on the subject of studying and predicting adoption. This research therefore intends to modify and test an M-commerce adoption model based on the Theory of Reasoned Action model by Ajzen and Fishbein. This modification presents a model which has an inclusion of an index which is herein referred to as disruptive index. This is done by adding an additional dependent variable. This is done in an aim of further studying either positive or negative attitudes of adopters or their referent persons as is the methodology in the TRA model. The disruptive index improves on this limitation by attempting to quantify the probability of adoption of the new technology and rejection of a preceding technology. The model is tested on an M-commerce service in by Safaricom Kenya. The service is called M-pesa and it allows mobile phone users to transfer money from one person to another using their mobile phones. In the research, Primary data is collected from the respondents through the use of questionnaires. The data is then analyzed using the model. Findings and their interpretations are provided in graphical format. Statistical tools also used to analyze the findings are the measures of central tendency which include — mean, median, mode and standard deviation. The findings reveal a slightly positive attitude by the respondents and their referent persons but the disruptive index reveals a slightly lower probability of full adoption. The M-pesa service is less than one year old at the time of the research and subsequent researches might reveal an increasing or decreasing trend of adoption determined by adopter centric attitudinal variations.The research is conducted in Nairobi which is the capital city of Kenya.
A research thesis presented to the School of Post Graduate Studies In partial fulfillment of the requirements for the Award of Masters of Business Administration at Kampala International University
Mobile, Commerce