Universität zu Köln

Uwamariya, Marthe, Loebbecke, Claudia and Cremer, Stefan (2021). Mobile money adoption in rural Rwanda: A domestication perspective. Afr. J. Manag., 7 (2). S. 314 - 338. ABINGDON: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD. ISSN 2332-2381

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Abstract

With this explorative research, we investigate if and how farmers in Rwanda adopt mobile money, or m-money, and integrate it into their everyday life to foster their economic development and social well-being. To this end, we adapt a domestication perspective and base our research on qualitative evidence from 72 semi-structured interviews with farmers in rural Rwanda. Our findings reveal that - where available - Rwandan farmers continuously domesticate m-money. While they acknowledge the convenience of using m-money, they experience three major inhibitors that particularly affect its use for business: (1) limited opportunities for learning about m-money, (2) high and non-transparent costs, and (3) barely accessible network agents with insufficient liquidity. Based on our findings, we discuss how policymakers and service providers can increase the adoption of m-money among farmers, thereby reducing social exclusion of the unbanked and fostering economic growth in Rwanda and other emerging economies.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Uwamariya, Marthe UNSPECIFIED UNSPECIFIED UNSPECIFIED Loebbecke, Claudia UNSPECIFIED UNSPECIFIED UNSPECIFIED Cremer, Stefan UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-566769
DOI:	10.1080/23322373.2021.1902209
Journal or Publication Title:	Afr. J. Manag.
Volume:	7
Number:	2
Page Range:	S. 314 - 338
Date:	2021
Publisher:	ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Place of Publication:	ABINGDON
ISSN:	2332-2381
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language TECHNOLOGY; SERVICES; ACCEPTANCE; INTENTION; AFRICA; ACCESS; PHONES Multiple languages Management Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/56676