Determinants of m-pesa paybill adoption a mong safaricom m-pesa customers in migori town

Abstract

The study sought to investigate the effect of literacy, customer awareness, and perceived security on M-Pesa pay bill adoption in Migori Town. The study assumes that there are challenges and constraints that limit the adoption of M-Pesa pay bill adoption. The study is significant as it seeks to generate knowledge and provide insight to firms and consumers as they may seek to enter into the mobile money services like M-Pesa pay bill. The study was guided by three specific objectives which include, establishing the relationship between the literacy level and M-Pesa pay bill adoption in Migori Town; to investigate the relationship between customers’ awareness and M-Pesa pay bill adoption in Migori Town and to determine the relationship between perceived security to information and M-Pesa pay bill adoption in Migori Town. The study adopted descriptive research design. The design was perceived to be the most appropriate as it allows the researcher to collect data from respondents and make inferences from the data. The researcher used questionnaire as the primary tool for data collection. Descriptive and inferential statistics were applied to make sense of the data which was presented in tables. Data was analyzed using Mult-Regression tests generated from SPSS version 23. The study found that literacy level had a positive effect on M-Pesa pay bill adoption while consumer awareness was found to have a negative effect. Perceived security was found not to significantly affect M-Pesa pay bill adoption. The study recommends that customers should be trained on M-Pesa pay bill technology and perceived risk issues addressed by stakeholders. Literacy levels on technology should be enhanced to ensure successful M-Pesa pay bill adoption.