FACTORS INFLUENCING THE ADOPTION OF MOBILE PAYMENT METHODS

BY UNIVERSITY STUDENTS IN A RURAL TOWN IN THE EASTERN CAPE

PROVINCE.

RESEARCH PROPOSAL FOR HONOURS IN BUSINESS MANAGEMENT

BY WALTER T MUSOSA

(201926801)

FACULTY OF MANAGEMENT AND COMMERCE

DEPARTMENT OF BUSINESS MANAGEMENT

UNIVERSITY OF FORT HARE

SUPERVISOR: PROF TENDAI CHIMUCHEKA

2022
 Table of Contents
1.1Introduction............................................................................................................ 3
1.2 Background Ground...........................................................................................4
1.3 Research Problem............................................................................................. 5
1.4 Research objectives...........................................................................................6
1.5 Hypothesis......................................................................................................... 6
1.6 Significance of the Study................................................................................... 7
1.7 Literature Review.................................................................................................. 7
1.7.1Theoretical Framework....................................................................................7
1.7.2 Empirical Literature.........................................................................................8
1.8 Research Methodology.........................................................................................9
1.8.1 Research Paradigm........................................................................................9
1.8.2 Research Design.......................................................................................... 10
1.8.3 Research Approach...................................................................................... 10
1.8.4 Research Method..........................................................................................10
1.8.5 Population.....................................................................................................11
1.8.6 Sampling Method..........................................................................................11
1.8.7 Sampling Technique..................................................................................... 11
1.8.8 Determining Sample Size..............................................................................11
1.8.9 Data collection Method and Instrument.........................................................12
1.8.10 Scales......................................................................................................... 12
1.8.11 Reliability and Validity.................................................................................12
1.9 Statistical Analysis.............................................................................................. 12
1.10 Ethical Consideration........................................................................................13
1.11 Delimitations of the Study..................................................................................13
1.12 Research Outline.............................................................................................. 13
Reference List...........................................................................................................14
1.1 Introduction and background

Technology advancements have led many businesses to change their operations

and make people's lives easier than ever before. The influx of technology into the
mobile operating provider gives them the ability to promote their phones all over the
world (Nead 2018; Al-Mudimigh & Anshari 2020). Some mobile operators are
merging with fintech companies that offer solutions to make payment systems faster,
such as Near Field Communication (NFC), E-wallets, QR codes, one-time
passwords, and real-time gross settlements (RTGS). According to Nead (2018)
because of fourth industrial revolution, people have gained access to the financial
services sector, where technology is rapidly replacing conventional modes of
payment that were previously done through physical interaction. Some businesses
are no longer accept cash payments, rather they are preferring their customers to
pay through digital payment methods (Akata, 2022). As a result, digital payments
require the use of a mobile phone to perform an online banking transaction. Mobile
payment has gained traction as a means of promoting cardless transactions via QR
codes. Mobile payments are said to have become incredibly popular all over the
world (Anshari et al., 2019).

According to Statista (2021) the South African digital population stood at 38.13
million active users and approximately over 36 million users were using mobile
internet. As a result, it was discovered that 99% of internet users used social media
to access their accounts using their mobile phones. Statista (2021) projected the
increasing trend of South African online usage penetration since 2017 to 2026 and
they anticipated the online usage to reach to 66.06 percent in 2026. Therefore, the
usage of smartphones has been expected to grow to 41.85 million users by 2025.

In the case of these projections, the South Africa can be considered as the
conducive emerging economy for business to offer their customer to use mobile
payments technologies (Humbani & Wiese, 2018). The total transaction value in
digital payment segment was projected to reach US $ 13,602 million and transaction
value in the mobile POS payments segments has been projected to reach US$
3628. Therefore, the mobile POS payments segments, they are anticipating an
increase of users to grow to 7.4 million by 2026.
Considering the forecasts, the use of smartphones and mobile technology can be
considered as important for business and the customers especially in the rural
communities where there is poor infrastructure, poor network connectivity and lack of
awareness. Therefore, these factors remain the challenge in rural areas. Mobile
payments technologies such as the use of Snap scan, Zapper, QR codes and NFC
(Humbani & Wiese, 2018). Therefore, these forms of mobile payments ensure
safety, convenient, fast, and secure transactions between the customer and the
business (De Luna, Liébana-Cabanillas, Sànchez-Fernàndez, & Muñoz-
Leiva, 2019). The use of mobile payment method offers many benefits to the
business for the quality services of transaction which improves the customer
satisfaction hence the business can be able to withstand in a competitive
environment (De Luna et al, 2019). Other researchers have underlined the
advantages of businesses offering mobile payment options to their customers (Park,
Thavisay & Ren, 2019). Customer satisfaction, customer retention, convenience,
ease of use, and enhanced business performance are just a few of the advantages.

The purpose of this research is to investigate the factors that influence the university
of Fort hare students in Eastern Cape rural town to use mobile payment
technologies. Therefore, the university students are the main customers. As a result
of investigating these factors, it may be beneficial for retails and other business in
the Eastern Cape Province to implement strategies to address the difficulty that their
customers are experiencing. Therefore, the unified theory of acceptance and use of
technology (UTAUT), which includes performance expectance, effort expectance,
facilitating condition, social influence, will be used to investigate factors influencing
students.

1.2 Research Problem

Technology has developed across many business sectors, and some businesses are
encouraging their customers to perform transactions using a mobile payment
system. As previously mentioned, there are significant benefits of using mobile
payment methods for both customers and businesses. According to Statista's
projections, the number of internet users and mobile users will continue to rise year
after year. Despite the advantages of mobile payment and the high rate at which
mobile phones are utilized, customer acceptability has remained a major barrier to
adoption of the new technology (De Luna et al, 2019). As a result, various issues
have made it difficult for customers to use mobile payment methods. Even though
some businesses encourage their customers to utilize digital payment methods,
there is still a gap that needs to be filled by examining the factors that influence
customers to use mobile payment methods (Humbani & Wiese, 2018).

In this context, rural customers continue to prefer traditional payment methods than
advanced new payment methods, such as the usage of QR codes. As a result,
neither the firm nor the customers benefited from the usage of these modernized
payment systems. Some clients were hesitant to use the modernized payment
methods because of several reasons. As a result, most businesses fail to accomplish
their objectives due to a lack of confidence and trust in the mobile payment system.
Therefore, the focus of this research is to determine out the factors influence
customers' adoption to use mobile payment methods by using the unified theory of
acceptance and use of technology.

1.3 Research objectives

The primary objective of this study:

 To investigate factors that influence the adoption of mobile payment

methods by university students in a rural town in the Eastern Cape
Province.

The secondary objectives are to:

 ascertain the extent to which performance expectancy influences the

behavioural intention of the university students to adopt mobile payment
methods.
 investigate whether facilitating conditions influences the behavioural
intention of the university of students to adopt mobile payment methods.
 investigate the effect of social influence on behavioural intention among
university student to adopt mobile payment system.
 investigate the effect of effort expectance on behavioural intention among
university student to adopt mobile payment system
 investigate the degree to which the behavioural intention influences the
adoption of mobile payment system by the university students.
 1.4 Hypothesis
The hypotheses of the study:

 H0: Performance expectance positively influence behavioural intention to

adopt the mobile payments methods.
 H1: Performance expectance negatively influence behavioural intention to
adopt the mobile payments methods.
 H0: Facilitation condition positively influence the behavioural intention of
student to adopt mobile payment methods
 H1: Facilitation condition negatively influence the behavioural intention of
student to adopt mobile payment methods
 H0: Social influence has a positive effect on the behavioural intention
among university students to adopt mobile payment methods.
 H1: Social influence has negative effect on the behavioural intention
among university students to adopt mobile payment methods
 H0: Effort expectance positively impact the behavioural intention of
students adopt mobile payment methods.
 H1: Effort expectance negatively impact the behavioural intention of
students adopts mobile payment methods.

1.5 Significance of the Study

The study will predict the adoption of mobile payment methods have a significant
impact on business managers and policy makers. In this instance, it is crucial to
investigate factors that influence the use of mobile payment methods.

To begin with, this study will be significant to various stakeholders in the business
organisation. In this case, the managers are mostly benefited from this study as they
will be able to understand the factors that influence the students to prefer on
traditional payment methods instead of the new mobile payment method. In this
case, this will enable the management to take effective action to address the
problems faced by the university students and this will in turn improve the
performance of mobile payment transaction.
The study will be significant to the policy makers in the business organisation as they
will be able to understand how the behaviour intention of student to use mobile
payment method will be influenced. Therefore, the policy makers will be able to
implement the strategies that can effectively address the problem. In the case of
social influences as a problem, the policy makers will effectively address the issue
through initiating the training programmes in the university campus to educate the
students on the benefits of using the mobile payment methods. This will in turn
benefit the businesses financial performance.

1.7 Literature Review.

The literature review provides an overview of the factors influencing the adoption of
mobile payment methods. This will be followed by the theoretical framework that will
be applied in the study and a summary of the empirical studies.

1.7.1Theoretical Literature Review

There are several theories that discussed the acceptance and the usage of
technology such as the technology acceptance model (TAM), theory of reasoned
action (TRA) and the unified theory of technology of acceptance and usage of
technology (Altalhi, 2021; Karima, Hague, Hossain & Anis, (2020). Based on these
models, there are factors considered to influence the behaviour intention of people to
use new technologies. These factors are performance expectance, effort
expectance, facilitation condition and social influence. Therefore, this study will
investigate the factors that influence the behaviour intention of students to adopt the
new forms of mobile payment, and this will be done using the main four constructs of
the unified theory of technology of acceptance and usage of technology (UTAUT)
model.

Factors that influence the adoption of mobile payment methods

 Performance Expectance

Performance expectance is the extent to which the customer feels it useful or

beneficial to use the mobile payment method (Chang, & Xiong, 2021). According to
Baabdullah & Patil, 2019) defines the performance expectance as the customer
perception of technology with the interest of benefiting from its innovativeness.
Alaeddin & Kamarudin, (2018) suggested that the customers will adopt mobile
payment systems when they believe that the payment method will be beneficial for
their transaction purposes. Performance expectancy is important to understand the
intention of customers to adopt mobile payment technology and Alaeddin et al.,
(2018) in their study found that the significant of performance expectations and
customer attitudes to adopt on new technology. Upadhyay et al., (2022) stated
during COVID-19 performance expectance contributed a positive influence on
behavioural intention to the usage of mobile payments. Many studies have
suggested that performance expectancy has significantly influences on the
behavioural Intention of customer to adopt certain technologies, including academic
information systems (Ali & Qaisar, 2018); mobile learning (Chao, 2019) and mobile
payment service (Jung et al., 2020). Based on previous literature studies, this study
assume that the performance expectancy will positively influence the behavioural
intention of university students to use the mobile payment methods. Therefore, there
is need for the study to investigate the extent at which performance expectancy
influence the behavioural intention of students to adopt mobile payment methods as
the technology will keep changing than it was ever before.

 Effort Expectancy

Effort expectancy is the extend to which the customers perceive the technology as
easy to use (Rahi & Alnaser, 2019). The effort expectance will influence the
performance expectancy of the users to adopt the technology (Hussain, & Johns,
2019). Farah & Abbas, (2018) pointed out that the ease of technology use will
significantly influence the performance expectancy of the users. The study done by
Shaikh & Karjaluoto, (2018) found that the effort expectancy has the significant
influence on behavioural intention of technology users. According to Park, Ahn,
Thavisay & Ren (2019) the technology will constantly changing with time impacting
the ease of technological use with sophisticated innovative technical that can make
customers to slowly accept the current technology. Due to the different ease of
technological use with change in time as technology keep on updating with new
features, there is still a need for the study to investigate the degree of effort
expectancy influence on university stustudents’havioural intention to adopt mobile
payments. Based on the previous researchers, the study claimed that the effort
expectancy has positively impact the behavioural intention of the students to adopt
mobile payment methods.

 Social Influence

Social influence is the degree to which the individual perceives others they should
use a new technology (Sharma, 2019). Thus, Dwivedi et al., 2019; Upadhyay et al.,
(2022) established the social influence to be the significant predictor on the
behavioural intention with the consideration of other variables such as age, gender,
and experience. However, Dwivedi, (2019) argued that the social influence can be
significant even without the moderation of other variables. Therefore, few of the
studies discovered that social influence influences the adoption of mobile payment
methods (Rahayu, 2022). Based on the previous studies have been done without
much focusing on university students. Therefore, the study will investigate the effect
of social influence on the university student behavioural intention to adopt mobile
payment methods.

 Facilitating Condition

Jeon & Lee (2019) defines facilitating condition as the individual belief about the
availability of the resources for the use of a certain technology. Naranjo et al, 2019;
Patil et al., 2020) admitted that facilitating condition has a significant impact on the
behavioural intention to adopt the certain technology. However, Lisana (2021)
argued that facilitating condition has insignificant influence on the adoption of mobile
payment methods. Dwivedi et al., (2020) suggested that the availability of the
resources such as the training programmes, technological infrastructure will be
essential to facilitate the adoption of mobile payment services. The resources for
technological use and the information technology can be upgraded into new complex
features than the previous features made in the past and this will in turn impact the
customers behaviour (Patil et al., 2020). Therefore, the study will be required to
communicate the current new upgraded technological features through training
programmes to facilitate the current information to the students. Based on the
previous studies, the study will investigate the influence of the facilitating condition
on the behavioural intention of the university student to adopt mobile payment
methods.
  Behavioural Intention

1.7.2 Empirical Literature

The empirical literature is given to demonstrate what have been done with the
previous researchers on the same topic.

There are many studies conducted to determine the factors that influence the digital
payment system, among of them are Karima et al., (2020) studied the factors that
influence the use of e-wallets by the young adults in Malaysia. They collected their
data from a sample of 330 respondents and the data was analysed using the partial
least squares method. The findings of this their research revealed that perceived
ease of use, privacy and security have significant positive relationship on the
behavioural intention to use e-wallets.

Therefore, various authors like Liu, Ben & Zhang, (2019) have investigated on the
key factors that influencing the customer adoption on mobile payment. These factors
include perceived usefulness, perceived risk, social influence, trust and perceived
ease of use and they consider all factors to have a significant positive relationship to
the adoption of mobile payment.

Moreover, Salloum, Al- Emran, Khalaf, Habes and Shaalan, (2019) conducted a
study on the adoption of e-payment system in the higher education institutions. They
collected the data from a sample of 289 respondents and they consider quantitative
as the methodology technique. Therefore, their results revealed that the perceived
benefit and performance expectance have a significance positive relationship with
the student’s intention to use e-payments system. However, perceived security
showed significant negative relationship.

In addition, Ngugen & Hoang, (2018) conduct the research to find out the factors
affecting customers on adopting mobile payment. The finding of this study are
perceived usefulness, convenience, promotional offers, and social approval have
significant positive relationship on the customer adoption of mobile payment.
However, lack of trust, limited opportunity for usage, complexity and habits
associated with the cash payments have the significant negative relationship on the
adoption of mobile payment system.

Based on the empirical literature they have looked more on the customer intention
and limiting themselves to consider the fact that the capacity for the service provider
to offer the mobile payment service can also impact the behaviour of university
students to use the mobile payment methods. Therefore, the study needs to fulfil the
gap to enhance the university student to use the new mobile payment systems.

1.8 Research Methodology

Research methodology can be referred to the outline that provides the experimental
or the computing facilities needed to conduct the research. Therefore Bairagi &
Munot, (2019) adds that the research the research methodology should be described
in the logical steps that can be used to investigate the identified research problem.
The research methodology can be described briefly in the phases as follows.

1.8.1 Research Paradigm

According to Mutiani & Abbas (2021), paradigm refers to the set of beliefs, values,
techniques that was shared by the members of scientific community and they
provide the concrete puzzle solution or exemplar of how to solve a scientific problem.
There are three main paradigms namely positivism, interpretivism and pragmatism.
The positivism is primarily based on the actual results from the scientific methods to
prove the truthfulness of the outcome (Onyeukwu, 2022).

This research will adopt a positivist paradigm as it needs to investigate the factors
affecting the influence of using mobile payment, using the quantitative research
approach. The quantitative approach involves the use of numbers and associated
with the scientific methods to prove the reality of the hypotheses or the outcome of
this study if it is true (Onyeukwu, 2022).

1.8.2 Research Design

Research design is the blueprint, or the plan specifically prepared in advance to
answer the research question (Pandey & Pandey, 2021). There are three main
research designs including descriptive, exploratory, and causal. Descriptive research
design can be defined as to describe systematically and accurately the facts and
characteristic of a given population. Therefore, the descriptive design can be used to
discover associations or relationships between the selected variables. This study will
implement a descriptive design as it aims to discover the relationship of the factors
that influences the behavioural intention of university students in the Eastern cape
provinceCape Province to adopt on mobile payment methods.

1.8.3 Research Approach

There are three main research approaches including quantitative, qualitative and the
mixed research approach (Paoletti, Bisbey, Zajac, Waller & Salas, 2021). This study
will adopt the quantitative approach to collect the primary data using the research
surveys. Therefore Hobson, (2019) adds that quantitative approach refers to the
collection of data in quantitative nature. This research will implement the quantitative
approach as it aims to determine the relationship of the factors that influence the
university students to use the mobile payment methods, and this can be done
through the analysis of the arithmetic regression.

1.8.4 Research Method

This study will use the surveys methods to collect the primary data using the
questionnaire instrument. Dubey, Uprety & Dubey (2021) define the surveys as the
method of collecting the primary data from the selected sample of the population.
This study will use the questionnaires which will be send to the selected students via
their email accounts and the questionnaires should be completed via online.

1.8.5 Population
According to Weeks, (2020) defines population as a set of all individuals under the
observation. The population of the research study, will include the university students
in the rural town of Eastern Cape Province and the target population of the study, will
include the business managementall students registered at the University of Fort
Hare in Alice. Therefore, the population size for the business management students
is 1500.

1.8.6 Sampling Method

A sample is the subset of a population that can be used to represent all elements of
the population in a study (Pande et al, 2021). The probability sampling and non-
probability sampling are the main categorisation of sampling. For this study, the
probability sampling will be adopted. The probability sampling provides the
assurance to all elements of the population have the likelihood of being selected.
Therefore, the probability sampling tends to be unbiased as the elements cannot be
subjectively selected than the non-probability sampling. Therefore, probability
sampling, will be used to select the students in the sample to investigate the factors
that influence their intention to use mobile payment methods.

1.8.7 Sampling Technique

Simple random sampling will be used in this study. This type of probability sampling
in which the researchers randomly select the individuals from the sample frame. The
simple random technique provides the equal chance to all individuals of being
selected (Pande et al, 2021). Therefore, the students will be randomly selected from
the sample frame. Sample frame is the source where the researchers select the
individuals and the sample frame of this study, will be the class register for all
business management students in Alice.

1.8.8 Determining Sample Size

The sample size of the population can be considered as the important as the degree
of truthfulness of the population depends on the size of the sample (Subedi, 2021).
Therefore, the greater the sample size the better the real reflection of the population.
There are several methods used to determine the sample size include Raosoft
sample calculator, slovin formula, krejcie and morgan tables.

This study will use the Raosoft sample calculator to determine the sample size. This
is an online tool used by the researchers to calculate the size of sample. For this
study, the sample size is 230 with the 10 percent margin of error and 90 percent
level of confidence intervals.
1.8.9 Data collection Method and Instrument
This study will use the questionnaires as the instrument to gather the data. The data
will be collected direct from the field using the online google form. The questionnaire
will be sent to the student emails via google form. The students are expected to
complete the question and submit their response via google form (Dubey et al.,
2021)

1.8.10 Scales
The study will adopt the instrument with five-point likert scale using the 1(strongly
disagree) and 5 (strongly agree). This instrument was adopted by Mehta, Bist &
Shah (2022), when the conduct their study on hackathons. The instrument will,
therefore, consist of four main variables of the unified theory of technology of
acceptance and usage of technology (UTAUT). Therefore, the four main variables
will be measured using the measurement items to determine the factor that influence
the university students to use mobile payments methods.

1.8.11 Reliability and Validity

The reliability and validity refer to the extentd ato which the methods used to
measure something can be proved to project sufficient results (Pande et al, 2021).
Reliability can be defined as the degree of the consistence results produced in
similar condition could be the same. The validity refers to ability of the instrument to
measure what is intended to measure. The researcher will use the Cronbach Alpha
coefficient to check the degree of consistent. Therefore, if the coefficient is closer to
1, it indicates that the degree of consistent is high whereas, if the coefficient is closer
to zero, then the consistent can be lower and reflect poor correlation as well as poor
formation of instrument (Pande et al, 2021). The researcher will ensure the
instrument is measuring the intended purpose through the face validity by checking if
the instrument is measuring the intended purpose of the study and consulting the
research specialist.

1.9 Statistical Analysis

The study will use the statistical package for social sciences (SPSS) software.
Therefore, the descriptive and the inferential will be analysed (Habes & Pasha,
2021). Descriptive statistics are used to describe the characteristic of the sample and
it include the measure of central tendency such as mean, mode as well as the
measure of variability include range, standard deviation, and variance. The
inferential statistics can generalise the outcome of the whole population by using the
hypothesis test, regression analysis, confidence intervals and the Pearson
correlations (Bhaumik, Reda & Sinha, 2021). The hypothesis test can be used to
compare the claims of this study with the outcomes and the Pearson correlation can
be used to test the degree of relationship between the factors of the unified theory of
technology of acceptance and usage of technology and the adoption of mobile
payment methods by university students. In addition, the multiple regression will test
the effect of the independent variables on the adoption of mobile payment methods.

1.10 Ethical Consideration

Ethical consideration is the outline of the principles that guide the researcher during
the research process (Williamon, Ginsborg, Perkins & Waddell, 2021). The
researcher of this study will follow the ethical code of conduct when collecting data
from the students. The study will consider the rights of the students, enhance
research validity, and pay attention to the scientific integrity. This study will require
the researcher to submit the research proposal to the supervisor to approve the
applicability of the ethical consideration. Therefore, the researcher should ensure the
following aspects are adhered accordingly to the ethical clearance guide. The aspect
includes voluntary participation, informed consents, confidentiality, anonymity.

1.11 Delimitations of the Study

This research will focus on the undergraduate Alice studentsuniversity students in
Alice who studies business and economics. Even though there are other factors of
the unified theory of technology of acceptance and usage of technology, this study
will be limited to the scope of four main factors include namely, performance
expectance, effort expectance, social influence, and facilitation condition.

1.12 Research Outline

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