DETERMINANTS OF E-PAYMENT UTILIZATION: EVIDENCE FROM TANZANIAN CONSUMERS

Purpose: The adoption of e-payment services has become a critical component of modern financial transactions, driven by the increasing reliance on digital platforms. This study examines the factors influencing customer adoption of e-payment services, focusing on perceived ease of use, perceived usefulness, security concerns, trust, cost, and social influence. Design/Methodology/Approach: Data was collected through a survey of 300 participants, analyzed using regression and correlation techniques. Findings: The findings reveal that perceived ease of use and perceived usefulness are the most significant predictors of adoption, with users more likely to adopt services that are easy to use and offer clear benefits. Security concerns, particularly regarding fraud and data breaches, emerged as a major barrier to adoption, with a negative correlation to user intentions. Cost and convenience were also identified as important drivers, as consumers preferred low-fee services that offered quick and accessible transactions. Practical Implications: Social influence and trust in the service provider were found to moderate adoption decisions, with users more likely to adopt services recommended by peers and those they trust. Originality/Value: The study provides valuable insights for e-payment providers seeking to enhance adoption by addressing these key factors