Abstract
The online payment industry is not an exemption from how the Internet affects people’s lives. Once more, consumer knowledge, perceptions of the advantages, and high-quality services are the main drivers behind Internet adoption and usage. While digital technology is expanding in many areas of the economy, including governance, education, entertainment, and communication, to name a few, mobile phone services are also becoming more digital. Real-time operations are made possible via these technologies, and mobile commerce (MC) is an essential component. Even though these technologies are becoming more widely used, developing nations like Nigeria are taking a long time to accept and use them consistently. As a result, the study focuses on determining the variables that influence the intention, actual use, and continued usage of virtual airtime purchases. To accomplish the research aims, the present study incorporated the Expectation Confirmation Theory (ECT), the Diffusion of Innovation (DOI), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Technology Acceptance Model (TAM) at the individual level. With a representative sample of 390 participants, the study revealed that technological, social, and contextual elements are critical in encouraging the adoption of virtual airtime for mobile commerce accessible to all mobile phone users. The results have enhanced previous research by validating consumers’ favourable attitudes about mobile commerce and a cashless economy.
Keywords: Continuous Usage, Mobile Commerce, Satisfaction, Virtual Airtime.