Consumer Adoption of Mobile Payment Systems in Malawi: Case of Airtel Malawi ZAP in Blantyre City

Abstract

Mobile payment enables consumers to purchase goods and services as well as transfer money using a mobile phone. This qualitative study aimed at investigating the factors that are affecting consumers in using mobile payment in Malawi using Zap [mobile payment system] as an example. Snowball sampling technique was used to identify study participants in Blantyre District. Inductive and deductive qualitative data analyses were carried out based on the transcriptions of interviews. Study findings show that relative advantage, complexity, compatibility, cost, trust and security, network externalities and situational factors affect use of mobile payment systems. In addition, personal characteristics and use of mass media play a role in the adoption of mobile payment systems. The findings reinforce the existing theory of Diffusion of Innovation and adoption of mobile payment systems. The study recommends improvement in the network stability, extension of the service to banks and utility service providers, and recruitment of more mobile payment agents across the country.