Social Influence and Perceived Enjoyment

Abstract

The purpose of this study was to investigate the influence of social and hedonic factors on the use of mobile payment services in Kenya. A conceptual framework of social factors that influence use of mobile money transfer applications was developed. A descriptive survey design and systematic random technique was adopted as research design and data sampling methods while a questionnaire was used as data collection instrument. A research model was tested empirically using data collected from 680 mobile payment users situated in four towns located in Kenya. Structural equation model was used to test the research hypothesis. Results showed that social norm, education level, age and income levels influenced the use of mobile payment services in Kenya and suggested that social image and culture did not influence the use of mobile payment services. Whereas the majority of the studies have focused on the drivers influencing the adoption of mobile payment services in Kenya, this study goes further to focus on the usage and in this case test the social and hedonic factors that have been ignored by previous studies. The study contributes to the body of knowledge by establishing the social influence that plays a critical role in user engagement with mobile payment services in Kenya.