Thesis Direction
Pr Damien Mourey
Thesis Title
Factors for the adoption of mobile money by small and medium enterprises: implementation in Cameroon.
Abstract
The emergence of mobile money in Africa has been accelerated mainly by the low rate of banking in most countries, and the rapid growth of mobile telephony. The services offered by mobile money target both individuals and businesses for which mobile operators and banks are fighting a tough battle in the fields of customer acquisition and usage development.
Indeed, concerning businesses, the studies have shown that the adoption of mobile money by small and medium-sized enterprises (SMEs) contributes to improving their performance. At the same time, a review of the literature tells us that there is a glaring disparity in the mobile money adoption from one country to another. Also, we note an absence of the studies carried out in Cameroon related to the factors influencing mobile money adoption by SMEs. It therefore appeared opportune to conduct a scientific reflection on that subject.
Therefore, this research examines the factors influencing mobile money adoption by SMEs in Cameroon.
From a positivist epistemological posture, this work is based on a hypothetico-deductive approach where the hypotheses were built according to the integrated theoretical model TOE and UTAUT. On a sample of 312 SMEs interviewed in Douala and Yaounde, the results of hypothesis tests using structural equation modeling (SEM) revealed that technological, organizational, environmental and individual characteristics significantly and positively influence mobile money adoption by SMEs in Cameroon. The study continues that these characteristics are mainly: perceived value, support from top management, pressure from competitors, pressure from clients and transfer of managerial experience.
Finally, the study formulates recommendations for marketing managers, SME managers and the government respectively: increase the perceived value of the offer to fit with the daily expectations of Small and Medium-sized Enterprises, effective adoption mobile money by SMEs, and the enactment of laws and texts to promote mobile money adoption.