Adoption of mobile money service: a customer experience perspective

Purpose This study aims to understand the impact of customers’ experience with mobile money services (MMS) on users’ adoption behavior by proposing an integration of the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and the Theory of Planned Behavior (TPB). Design/methodology/approach We collected data from 316 MMS users through a questionnaire survey. The partial least squares-structural equation modelling (PLS-SEM) technique was employed to test the structural model. Findings The results provide empirical support for the existence of users’ multi-dimensional (i.e. seven) MMS experience comprising performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit. We also find that users’ performance expectancy, effort expectancy, social influence, facilitating conditions, and habit drive their attitude formation toward a mobile money service, in turn impacting users’ adoption behavior. Originality/value This study advances the literature by providing a comprehensive and systematic exploration of the multi-dimensional (vs. uni-dimensional) view of customer usage experience in MMS through an integrated model of UTAUT2 and TPB. Unlike previous studies that often focus on isolated aspects, this study integrates complementary theoretical perspectives to offer a holistic understanding of customer experiences in MMS.