Influence of word-of-mouth and familiarity on diffusion and adoption of WeChat wallet in South Africa
Elizabeth D.MatembaGuoxin LiBaraka J.Maiseli
School of Management, Harbin Institute of TechnologyCollege of Information and Communication Technologies, University of Dar es Salaam
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.
关键词：
Word-of-mouth; WeChat wallet; Scan Merchant; diffusion of technology; observation learning theory;
基金：
supported by the National Natural Science Foundation of China （Grant numbers 71490722 and 71272173）；
会议名称：
2019 2nd International Conference on Intelligent Systems Research and Mechatronics Engineering（ISRME 2019）
会议时间：
2019-06-29
会议地点：
中国山西太原
- 专辑：
电子技术及信息科学; 经济与管理
- 专题：
计算机软件及计算机应用; 经济体制改革; 贸易经济; 金融
- 分类号：
F832.2;F125;TP311.56;F724.6
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