The Determinants of Mobile Commerce Acceptance among Youth in the Telecommunication Industry of Tanzania.

Abstract

The study aimed to identify the determinants of mobile commerce acceptance among youth in the telecommunication industry in Tanzania. The study‘s specific objectives were to assess the attitude toward the acceptance of mobile commerce among youth, to identify subjective norms on the acceptance of mobile commerce among youth, and to identify the perceived behaviors that control the acceptance of mobile commerce among youth. The study used two theories: the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB). The study was undertaken at Tigo Tanzania PLC Limited. The study used a survey strategy for the collection of data. Both primary and secondary data were employed. The targeted group provided a sample of 300 respondents in Dar es Salaam. Multivariate analysis was used in the study, which included descriptive statistical analysis, Pearson correlation, and multiple linear regression statistical analysis. The study's findings revealed that perceived behavior control (PBC) has a substantial positive impact on youth acceptance of mobile commerce. However, attitude (ATT) and subjective norms (SN) had no significant effect on youth acceptance of mobile commerce. This study has indicated the theoretical implications in the telecommunication sector in Tanzania that the telecommunication sector should consider youth customer needs in terms of understanding their perceived behavior control to enhance acceptance of telecom products and services. Nevertheless, it is highly recommended for Tigo and other telecom companies in Tanzania to reduce the cost of products and services.