Preliminary Insights into M-commerce Adoption in Ghana

Abstract

Utilizing case studies of farmers and fishermen in Ghana, we investigated the mobile commerce (m-commerce) idiosyncrasies of two rural businesses. We specifically examined the investment cost associated with m-commerce, and the m-commerce adoption practices of farmers and fishermen in selected rural districts in Ghana. We adopted a qualitative research approach and conducted in-depth interviews with management and operational personnel, in our target respondent firms. We found that m-commerce facilitates cost reduction for farmers and fishermen, and affords them opportunities for deepening internal and external business relationships. M-commerce also facilitates the delivery of time-sensitive information, which enhances decision-making in transactions. Whilst m-commerce clearly enhances various value delivery propositions for the farming and fishing companies we profiled, it cannot entirely replace their business value chains. The originality of this study lies in the fact that, it is one of the few scholarly investigations focusing on m-commerce from the perspective of a sub-Saharan country.

Mobile Phone Use for Agribusiness by Farmers in Southwest Nigeria

“…In addition, the overall findings here also conform to the proposition of the theory of ICTD that the use of ICT devices, such as mobile phones, for agricultural activities, has the potential to facilitate rural development, poverty reduction and sustainable agricultural development (Duncombe and Heeks, 2008). The findings here also align with the findings from the studies by Boadi, Boateng, Hinson and Opoku (2007), Ofosu-Asare (2011) and Salia, Nsowah-Nuamah and Steel (2011), that farmers benefitted from mobile phone use by getting better market information through which they were able to make informed decisions, enjoy reduction in transportation cost, have enhanced marketing activities and get increased income. Figure 3 shows that among the challenges farmers face using the mobile phones for agribusiness, epileptic power supply ranks highest with 29% followed by poor network signal (23%) and unfamiliarity with the phones' features (16%).…”

Small-scale individual entrepreneurs (SIEs) and the usage of mobile money (M-money) and mobile commerce (M-commerce) in facilitating business growth in Ghana

“…Several meanings of m-commerce have been advanced by various researchers (see Boadi et al, 2007;Charles et al, 2007). These definitions consider m-commerce as being either only one of these conceptualizations-an innovation, an item or a service-or as a mix of the three.…”

“…These components of M-commerce produce included esteem and advantages. Boadi et al (2007) examined the additional esteem and advantages of M-commerce as containing cost investment funds (and enhancing operational proficiency), convenience (in work and productivity) and correspondence (enhancing information quality and relationships).…”

“…However, the patronage of mobile money is on the increase. Boadi et al (2007), Osakwe and Okeke (2016) investigated M-money and M-commerce on SMEs, Vendors of Mmoney, and the economy of developing nations etc. So far, however, there has been little discussion about M-money and M-commerce in facilitating business growth and among Small-Scale Individual Entrepreneurs (SIE) in developing countries especially Ghana.…”

Mobile Money as a Strategy for Financial Inclusion in Rural Communities

“…Costs refers to the cost savings and operational efficiency which a customer or firm may accrue as a result of adoption of technology (Boardi et al, 2007). Transaction costs are the costs related to using the system for example costs associated to sending and receiving money (Boateng, 2011).…”