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The study investigated the factors influencing the adoption of mobile money services in Morogoro, taking a case study of Morogoro Municipal and Morogoro district. The study specifically assessed consumer attitudes and awareness with regards to perceived ease of use, perceived usefulness, perceived trust, perceived cost and perceived risk of mobile money services in the adoption of mobile money services. Furthermore, the study examined the role of community-based factors such as locality and social amenities and consumer specific factors such as age, gender, occupation, education and income in the adoption of mobile money services. The study employed a quantitative research approach whereby a questionnaire was used for data collection. Data was collected from a sample size of 200 respondents. The study used non probability sampling techniques, whereby purposive and convenience sampling were used. The study employed multiple regression analysis techniques to substantiate the factors influencing the adoption of mobile money services. The results show that consumer attitudes with regards to perceived ease of use, perceived usefulness and perceived trust had significant effect on the adoption of mobile money services while perceived cost and perceived risk had no significant effect on the adoption of mobile money services. Nevertheless, locality was the only community-based factor that had a significant effect on the adoption of mobile money services. The presence of social amenities had no significant effect on the adoption of mobile money services. Furthermore, none of the consumer specific factors had a significant effect on the adoption of mobile money services. The research therefore proposes that the suppliers of mobile money services target specific vicinities and improve the ease of use and trust in relation to their services, also the service providers like Tigo, Vodacom, Airtel and Halotel should make sure there is good allocation of agents in all places and put more emphasize on promotion campaigns so as to make people aware about their services. The telecommunication companies should put more emphasize on the usage of mobile money services particularly in buying goods or services in remote areas and thus the service providers should come up with special offers. Lastly the government should make sure that the transactions charges are well managed by the responsible authorities. |
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