Trust in Mobile Phone Banking Services in Tanzania: The Moderating Role of Demographic Variables

Abstract

This study examined the moderating effects of demographic variables on smallholder farmers' faith in mobile phone banking services in the Dodoma Region, Tanzania. The study intended to test the moderating effect of age, sex, education level, experience, income level, and marital status when accessibility, ease of use, security, and privacy are explaining the trust in mobile phone banking services. Cross-sectional field surveys were used in the study's quantitative research design, and a standardised questionnaire was used to gather data. 355 smallholder farmers who grow grapes were selected for the study's sample using simple random sampling. An analytical tool for data analysis was SPSS. Fisher's Z-transformation and multiple linear regressions were used to examine the moderating role of demographic variables.The findings indicate that major moderating variables included demographic parameters such as sex, age, experience, level of income, level of education, and marital status. The degree of schooling, however, had no moderating influence. Our findings imply that the study offers insights into the variables influencing customers' trust in mobile phone banking services by integrating the accessibility and usability from the Technology Acceptance Model (TAM), age, sex, and experience from the Unified Theory of Acceptance and Use of Technology (UTAUT), and security and privacy from the Protection Motivation Theory (PMT). Besides, the results of moderating effect improve our understanding of the demographic differences, which influence the degree of mobile phone banking acceptance.There had been no similar study in Sub-Saharan African countries. As a result, the study adds to our understanding of the impact of demographic variables on the trust in mobile phone banking services.