Sustaining Consumer E-Commerce Adoption in Sub-Saharan Africa: Do Trust and Payment Method Matter?

Abstract

The long-term sustainability of e-commerce usage for improving quality of life is dependent on several factors. Presently, trust and payment methods have emerged as critical factors influencing e-commerce adoption. Consequently, this study investigates the UTAUT determinants of consumer e-commerce adoption in Ghana by focusing on the mediating and moderating roles of trust and payment method. The study employs the Partial Least Square Structural Equation Model (PLS-SEM) to estimate the survey response of 535 purposively selected respondents from six regions in Ghana. The results corroborate a direct relationship between the UTAUT variables and e-commerce adoption. However, the payment method suggests no moderating effect on trust and e-commerce adoption connection. Nevertheless, trust significantly mediates the UTAUT variables and e-commerce adoption. Finally, the mediation was highest between social influence and trust but lowest between effort expectancy and trust. This challenges practitioners and managers of e-commerce platforms to consider the mediating role of trust to improve adoption and the sustainable usage of e-commerce.

Z Generation's Intention to Use Zakat Digital Payment: The Mediating Effect of Trust

“…This is consistent with the analysis by (Purwanto & Loisa, 2020;Sanmukhiya, 2021). Additionally, this study's findings are inconclusive (Amofah & Chai, 2022;Kasri & Yuniar, 2021). Various than digital contributions, there are other ways to pay zakat, including through mustahik and institutions directly.…”

“…The study's findings indicate that the intention to pay zakat utilizing digital payments is influenced by effort expectancy. assertion is consistent with the research findings of Amofah & Chai (2022) and Purwanto & Loisa (2020), however, the findings of other studies are presented in a different way (Nuryahya et al, 2022;Sanmukhiya, 2021). Theoretically, according to Venkatesh et al (2003), the public's desire to utilize technology will rise the easier it is to use and requires little effort.…”

“…This study demonstrates how muzakki's intention to pay zakat utilizing digital payment methods is influenced by social influence. However, contrary to the findings of research done, Amofah & Chai (2022), Widyanto et al (2021), and Nuryahya et al (2022. A person's intention to use a digital payment service appears to be influenced by the remarks of others who are closest to the service.…”

“…Athar & Arif (2021) stated in their research that trust influences the intention of the millennial generation in making zakat payments through digital payments. Amofah & Chai (2022) also showed that trust positively mediates the relationship between performance expectancy and intention in using technology.…”

“…Purwanto & Loisa (2020) have analyzed the factors influencing the intention to adopt digital technology use performance expectancy, effort expectancy, social influence, and facilitating conditions. While Amofah & Chai (2022); Sanmukhiya (2021) also identifies the same variable as Purwanto & Loisa (2020) but add trust as mediating. Based on the description of the phenomena and research that has been done before, this study aims to analyze the factors that influence the intention of Z generation Muslims in paying zakat using digital payments using the UTAUT model and mediated by trust.…”