The Role of Trust and Gender in Mobile Money Adoption in Lusaka, Zambia: An Analysis Using the Technology Acceptance Model

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Elnaiem, Thuraya
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University of Guelph

This study applies a modified version of the classic Technology Acceptance Model (TAM) to understand women’s adoption of Mobile Money (MM) services in sub-Saharan Africa. Compared to countries such as Kenya, there is little research on MM in the Zambian context. This paper explores the perceived usefulness and ease of use of MM, as well as the potential impact of trust, and socio-cultural norms on women’s adoption of MM in Zambia. Collection of primary data involved 22 semi-structured interviews, 148 user surveys, as well as secondary data analysis. Findings indicate that positive perceptions regarding ease of use, usefulness, and trust in MM services results in increased acceptance amongst women. Moreover, trust and socio-cultural norms implicating education, employment, and intra-household decision-making power impact women’s adoption of MM. The study concludes that addressing social and cultural norms limiting women’s access to MM would narrow the formal financial inclusion gender gap in Zambia.

Financial Inclusion, Gender, Mobile Money, Zambia, Technology Acceptance Model, Trust