Influence of word-of-mouth and familiarity on diffusion and adoption of WeChat wallet in South Africa
摘要：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.
2019 2nd International Conference on Intelligent Systems Research and Mechatronics Engineering（ISRME 2019）
计算机软件及计算机应用; 经济体制改革; 贸易经济; 金融