DOI QR코드

DOI QR Code

에티오피아 모바일화폐 서비스의 채택의향과 사용행태 결정요인

Determinants of Behavioral Intention and Usage of Mobile Money Services in Ethiopia

  • ;
  • 황기현 (숭실대학교 국제처/정보과학대학원)
  • Bereket, Tiru Beza (Communication and Information Technology (MCIT)) ;
  • Hwang, Gee-Hyun (Office of International Affairs/Graduate School of Information Science, Soongsil University)
  • 투고 : 2019.10.14
  • 심사 : 2020.02.20
  • 발행 : 2020.02.28

초록

모바일 화폐는 금융 서비스 제공에 혁명을 일으켜 신흥국, 특히 동 아프리카 국가의 금융에 대한 접근성을 향상시킬 수 있는 금융 포용을 가능하게 하는 핵심 요소이다. 따라서 본 연구는 UTAUT2 모델을 이용하여 에티오피아에서 모바일 화폐 서비스를 채택하려는 개인의 행동 의도 및 실제 사용에 영향을 미치는 주요 결정 요인을 분석하는 것을 목표로 한다. 본 연구 모델과 가설은 에티오피아의 여러 지역에서 200명의 응답자를 추출하여 테스트했다. 데이터 분석 결과는 정부 지원, 성과 기대, 촉진 조건, 모바일 화폐 서비스에 대한 신뢰 및 노력 기대가 에티오피아의 모바일 화폐 서비스 사용에 영향을 미치는 주요 요인으로 도출된 반면, 사회적 영향과 낮은 거래 비용 요소는 통계적으로 유의하지 않은 것으로 나타났다. 본 연구 결과는 모바일 화폐 서비스의 낮은 수수료 책정보다는 적절한 정책과 규정을 통한 모바일 화폐 서비스 활성화를 위한 에티오피아 정부의 적극적 노력과 지원만이 자국의 모바일 화폐 서비스 채택 및 보급을 촉진할 수 있다는 유용한 정보를 제공한다.

Mobile Money is a key factor of financial inclusion that can revolutionize the financial service delivery and hence enhance access to finance in emerging economies, especially the East African countries. This study therefore aims to study the determinants of individual's behavioral intention and usage of Mobile Money services in Ethiopia by usiing the UTAUT2 model. The research model was tested by sampling 200 respondents from different areas of Ethiopia. The analysis results found that Government Support, Facilitating Conditions, Performance Expectancy, Trust and Effort Expectancy are the key factors that affect the usage of Mobile Money service, while Lower Transaction Cost factors and Social Influence were not statistically significant. The findings provide useful information that only government's active efforts and support to promote mobile money services, through appropriate policies and regulations rather than lower transaction cost, can facilitate the adoption and dissemination of such services in Ethiopia.

키워드

참고문헌

  1. McKinsey Global Institute. (2016). Digital Finance For All: Powering Inclusive Growth in Emerging Economies. Full-report, September.
  2. ITU. (2016). The Digital financial services ecosystem. Technical Report, ITU Focus Group. DIO: from:http://www.un.org/esa/ffd/wp-content/uploads/2016/01/Digital-Financial-Inclusion_ITU_IATF-Issue-Brief.pdf
  3. P. K. Ozili. (2018). Impact of digital finance on financial inclusion and stability. Borsa Istanbul Review, 18(4), 329-340. https://doi.org/10.1016/j.bir.2017.12.003
  4. K. Donovan. (2012). Mobile money for financial inclusion. Information and Communications for Development, 61(1), 61-73.
  5. J. K. Winn & L. D. Koker. (2013). Introduction to Mobile Money in Developing Countries: Financial Inclusion and Financial Integrity Conference Special Issue. Washington Journal of Law, Technology and Arts, 8(3), 155-164.
  6. T. B. Bereket. (2018). A Study on Factors Affecting the Usage of Mobile Money - Focused on Ethiopia. Master Thesis, Soongsil University, Seoul.
  7. J. Firpo. (2009). E-Money-Mobile Money- Mobile Banking -What's the Difference. Private Sector Development. DOI:http://blogs.worldbank.org/psd/e-money-mobile-money-mobile-banking-what-s-the-difference
  8. GSMA. (2016). State of the Industry Report on Mobile Money. Decade Edition: 2006-2016. DID:https://www.gsma.com/mobilefordevelopment/wp-content/uploads/2017/03/GSMA_State-of-the-Industry-Report-on-Mobile-Money_2016.pdf
  9. V. Venkatesh, M. G. Morris, G. B. Davis, & F. D. Davis.(2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  10. V. Venkatesh, J. Y. Thong & X. Xu. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. https://doi.org/10.2307/41410412
  11. V. Bhatiasevi. (2016). An extended UTAUT model to explain the adoption of mobile banking. Information Development, 32(4), 799-814. https://doi.org/10.1177/0266666915570764
  12. T. Zhou, , Y. Lu, & B. Wang.(2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in human behavior, 26(4), 760-767. https://doi.org/10.1016/j.chb.2010.01.013
  13. P. J. Chogo, & E. Sedoyeka.(2014). Exploring Factors Affecting Mobile Money Adoption in Tanzania. International Journal of Computing &ICT Research, 8(2), 53-64.
  14. L. Ismail, M. B. Moya, K. Bwiino, & K. Ismael.(2017). Examining determinants of behavioural intention in adoption of mobile money transfer services in Uganda. ICTACT Journal on Management Studies, 3(1), 433-439. https://doi.org/10.21917/ijms.2017.0058
  15. A. S. Yang. (2009). Exploring adoption difficulties in mobile banking services. Canadian Journal of Administrative Sciences, 26(2), 136-149. https://doi.org/10.1002/cjas.102
  16. P. Tobbin. (2012). Towards a model of adoption in mobile banking by the unbanked: a qualitative study. Info, 14(5), 74-88. https://doi.org/10.1108/14636691211256313
  17. Chuchuen, C. (2016). The Perception of Mobile Banking Adoption: The Study of Behavioral, Security, and Trust in Thailand. International Journal of Social Science and Humanity, 6(7), 547-550. https://doi.org/10.7763/IJSSH.2016.V6.708
  18. E. Berger & C. Nakata. (2013). Implementing Technologies for Financial Service Innovations in Base of the Pyramid Markets: Implementing Technologies for Financial Service Innovations. Journal of Product Innovation Management, 30(6), 1199-1211. https://doi.org/10.1111/jpim.12054
  19. E Berger, & C. Nakata.(2013). Implementing Technologies for Financial Service Innovations in Base of the Pyramid Markets: Implementing Technologies for Financial Service Innovations. Journal of Product Innovation Management, 30(6), 1199-1211. https://doi.org/10.1111/jpim.12054
  20. P. J. Chogo & E. Sedoyeka. (2014). Exploring Factors Affecting Mobile Money Adoption in Tanzania. International Journal of Computing & ICT Research, 8(2), 53-64.
  21. J. Hair, W. Blake, B. Babin & R. Tatham.(2006). Multivariate Data Analysis. New Jersey: Prentice Hall.
  22. C. H. Jung, S. H. Namn. (2014). Cloud Computing Acceptance at Individual Level Based on Extended UTAUT. Journal of Digital Convergence, 12(1), 287-294. https://doi.org/10.14400/JDPM.2014.12.1.287
  23. C. Chuchuen. (2016). The Perception of Mobile Banking Adoption: The Study of Behavioral, Security, and Trust in Thailand. International Journal of Social Science and Humanity, 6(7), 547-550. https://doi.org/10.7763/IJSSH.2016.V6.708
  24. S. T. K., Myo & G. H. Hwang. (2017). Effect of Mobile Devices on the Use Intention and Use of Mobile Banking Service in Myanmar. Journal of digital convergence, 15(6), 71-82. https://doi.org/10.14400/JDC.2017.15.6.71
  25. K. B. Kim & J. Y. Yun. (2015). Comparison and Analysis on Mobile Payment in terms of Security : Survey. Journal of IT Convergence Society for SMB, 5(3), 15-20.
  26. A. Y. L. Chong, F. T. Chan & K. B. Ooi. (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision Support Systems, 53(1), 34-43. https://doi.org/10.1016/j.dss.2011.12.001
  27. A. Violaine & G. H. Hwang. (2019). Key Factors Affecting Students' Satisfaction and Intention to Use e-Learning in Rwanda's Higher Education. Journal of digital convergence, 17(5), 99-108. https://doi.org/10.14400/jdc.2019.17.5.099
  28. S. H. Lee & D. W. Lee. (2015). FinTech-Conversions of Finance Industry based on ICT. Journal of the Korea Convergence Society, 6(3), 97-102. https://doi.org/10.15207/JKCS.2015.6.3.097
  29. S. S. Shin, Y. S. Jeong & Y. J An. (2015). A Study of Analysis and Response and Plan for National and International Security Practices using Fin-Tech Technologies. Journal of IT Convergence Society for SMB, 5(3), 1-7.
  30. C. H. Yoon & G. D. Choi. (2014). The Effects of National Culture on Ethical Decision-Making in the Internet Context : An Exploratory Analysis. Journal of digital convergence, 12(12), 23-36. https://doi.org/10.14400/JDC.2014.12.12.23
  31. H. J. Lee, O. C. Na, S. Y. Sung. & H. B. Chang. (2015). A Design on Security Governance Framework for Industry Convergence Environment. Journal of the Korea Convergence Society, 6(4), 33-40. https://doi.org/10.15207/JKCS.2015.6.4.033
  32. L. M. Aliyeva1 & G. H. Hwang. (2019). The Model to Implement the Cyber Security Policy and Strategy for Azerbaijan Information System. Journal of digital convergence, 17(5), 23-31. https://doi.org/10.14400/jdc.2019.17.5.023