Gassama, Alhagie (2025) BEHAVIORAL INTENTION TO USE MOBILE MONEY SERVICES IN THE GAMBIA: A CASE STUDY OF WAVE. Masters thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
BEHAVIORAL INTENTION TO USE MOBILE MONEY SERVICES IN THE GAMBIA: A CASE STUDY OF WAVE ABSTRACT Alhagie Gassama NPM. 23061020045 This study investigates the behavioral intention to use mobile money services in The Gambia, with a focus on Wave, one of the country’s leading emerging platforms. A quantitative research design was employed using an explanatory approach, where questionnaires were distributed to 120 respondents. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The study is based on the Technology Acceptance Model (TAM) developed by Davis et al. (1989), which is derived from the Theory of Reasoned Action (TRA). The TRA suggests that an individual’s behavioral intention is influenced by their attitudes and beliefs toward a specific behavior. This framework was applied to examine the factors that determine users’ intentions to adopt mobile money services in The Gambia. The findings indicate that perceived ease of use, perceived usefulness, and trust significantly influence users’ intention to adopt mobile money services. To enhance customer satisfaction and retention, the study recommends that Wave continue to provide a user-friendly and well-structured mobile application, along with a seamless onboarding process to strengthen user trust and encourage continued adoption KEYWORDS: Intentional Behavior, Mobile Money, Perceived Usefulness, Perceived Ease of Use, Perceived Trust, Wave,
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HG Finance | ||||||||||||
| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | mr Alhagie Gassama | ||||||||||||
| Date Deposited: | 18 Nov 2025 07:28 | ||||||||||||
| Last Modified: | 18 Nov 2025 07:28 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46795 |
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