Factors that influence the successful adoption of m-Commerce via SIM-enabled devices in Nigeria

Abstract

This research sought to identify the factors that influence m-Commerce adoption by micro and small businesses in Nigeria. However, considering that different categories of these businesses are likely to be influenced by different set of factors, depending on their level of exposure and adoption of m-Commerce, a stage model was designed. This stage model provided a prototype of the progression of m-Commerce adoption by micro and small businesses in Nigeria. Through the analysis of data collected from semi-structured interviews and questionnaires, the stage model was confirmed. Also, unique factors that influence m-Commerce adoption by micro and small businesses in Nigeria were identified such as: Nigeria’s mobile phone culture, the Central Bank of Nigeria’s regulatory cashless policy, Nigeria’s ostentatious culture, and cultural emphasis on physical contact in the conduct of business activities. Within the thesis, recommendations for leveraging the presence of the identified factors were discussed. These recommendations include creating awareness of security features among customers and introduction of regulatory policies that can support increased adoption of m-Commerce such as money back guarantee. Theoretical implications of the research include contributing to the debate on the divide between m-Commerce and e-Commerce, providing an update to existing literature on m-Commerce adoption factors and presenting a stage model that can guide business adoption of m-Commerce. Practical implications of the research include highlighting opportunities to create additional sources of revenue for businesses, strategies towards optimising business processes, increasing brand or business awareness and inspiring customer loyalty. Practical steps towards leveraging Nigeria’s unique socio-cultural factors were highlighted including the use of Pay on Delivery service. Although this study focused on micro and small businesses in Nigeria, findings from the study may be generalised to countries that have similar socio-cultural contexts such as Pakistan and India.