Еxploring how demographic factors influence consumer attitudes and technology usage

  • Lydiah Kiburu STRATHMORE UNIVERSITY BUSINESS SCHOOL
  • Nathaniel Boso Kwame Nkurumah University of Science and Technology, Kumasi, Ghana
  • Nancy Njiraini Strathmore University Business School
DOI: https://doi.org/10.5937/sjm18-44381
Keywords: demographic factors, consumer attitudes, technology usage, mobile banking, Kenya

Abstract


As technology continue to define lifestyle and interactions, firms are increasingly seeking empirical evidence on how consumers’ attitudes towards technology influence technology usage. There is inadequate research from the emerging markets on the extent to which demographic factors influence the relationship between consumer attitudes and technology usage. This study therefore addressed this gap by using data from mobile banking users in Kenya to test the moderating role of education levels, age, levels of income and gender. Kenya was preferred study context because of the high penetration and levels of mobile technology usage.
Results show that only education levels had statistically significant influence. Theoretical and consumer management implications as well as avenues for additional research are discussed. The study discusses the implications of the study from a theoretical, empirical, policy and industry practice perspective. Future research directions are also recommended.

Author Biographies

Nathaniel Boso, Kwame Nkurumah University of Science and Technology, Kumasi, Ghana

Nathaniel Boso (PhD, Loughborough University) is Oliver R. Tambo Africa Professorial Research Chair in Technology Entrepreneurship and Professor of International Marketing and Strategy at Kwame Nkrumah University of Science and Technology, Ghana. He is also an Extraordinary Professor at University of Pretoria’s Gordon Institute of Business Science (South Africa). He was previously an Associate Professor of Marketing at the University of Leeds (United Kingdom). He has published in high impact journals including Journal of International Business Studies, Journal of Business Venturing, Journal of Product Innovation Management, Industrial Marketing Management, Journal of International Marketing, and Journal of Business Logistics among others

Nancy Njiraini, Strathmore University Business School

Dr. Nancy Njiraini has work experience that spans across over three decades, first in corporate for over twenty years then in academia in the last ten years and is currently a faculty member at Strathmore University. Nancy is a chartered marketer from CIM UK and a certified coach. Her current research interests are based around consumer culture and societal marketing, lifelong learning in its various forms and critical thinking. Her qualifications include PhD, MSc and MBA in Marketing. She is an active member of various groups and associations and has published reports, book chapters and journal articles.

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Published
2023/11/16
Issue
Vol. 18 No. 2 (2023): Serbian Journal of Management
Section
Original Scientific Paper

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