Factors Influencing the Usage of Mobile Money Services in Rural Tanzania- A Case of Magu District
This study aimed to examine the factors influencing the usage of mobile money services in rural Tanzania, with Magu district used as the case study. The study employed a quantitative research design with a 363 sample size from the target unit of analysis of mobile phone users in Magu district. The respondents were selected randomly from different trade centers in Magu, and given questionnaires to fill out. The data was analyzed with the help of IBM SPSS version 26 software, and results were presented in descriptive and inferential statistics. The study found that perceived usefulness positively influences the usage of mobile money services in the rural community. Also,, the perceived ease of use and perceived risks positively influenced the attitude towards using mobile money services, which led to the actual use of the services. Transaction cost was found to be the hindering factor as it was observed to have a negative influence on the attitude of the rural community towards the usage of mobile money services. The study recommends that policy makers and service providers re-assess existing policies and marketing strategies to make mobile money services affordable, secure, user-friendly, and localized.
Keywords: Mobile money services, Perceived Usefulness, Perceived ease of use, Perceived Risk and Transaction cost.