Does Firm Innovativeness Matter? Effects Of User Attitude To Intention To Adopt Novel Pan-African Digital Payment: User Perspectives

Abstract

Digital payments are thriving among SMEs following the COVID-19 pandemic that made businesses re-adjust to reality. Businesses seek to maintain the status quo while new payment technologies are evolving. However, challenges are associated with accepting new payment technologies, which concerns low adoption. The study focused on the levels of firms’ innovativeness to the effects of user attitudes on intention to adopt novel pan-African digital payment. The structural equation model analyzed the 369 data pooled through judgmental sampling. A Structured questionnaire adapted from literature and measured on 7-point Likert was used. The findings revealed significant differences in user attitudes to intention to adopt digital pan-African payment technology depending on the level of firms' innovativeness. SMEs with low innovativeness tend to have lower direct effects on firms' attitudes towards intention to adopt new pan-African payment technology, while SMEs with low firms' innovativeness tend to have higher indirect effect of perceived compatibility and perceived trust to the firms’ attitude on their intention to adopt novel pan-African payment technology. The implication calls for strategic initiatives such as strategic marketing communication and campaigns directed to SMEs to enable a better understanding of the operations of the novel pan-African payment technology. This will deepen awareness and improve the favourableness and likeness of the SMEs towards the novel pan-African payment technology.