Innovation and Self-Service Technology Adoption in a Semi-Urban Community in Ghana

Abstract

This paper reports the results of an investigation that tests the applicability of technology acceptance model (TAM) in understanding consumers’ attitude to self-service financial technologies (SSTs) and the determinants of their adoption decisions in a semi-urban community in Ghana. A quantitative cross-sectional research approach was adopted to collect data from 372 randomly selected respondents for the study. The hypothesized model was subjected to structural equation modelling. The results show that usefulness of the technology to consumers combined with trust, reliability, and security influence consumers’ adoption decisions. The results further indicate that SSTs provides a pathway to financial inclusion and can stimulate small enterprise development and job creation in Ghana’s semi-urban communities.