ABSTRACT Mobile money (known popularly as “MOMO” in Ghana) usage has become common in Africa. However, the driving factors explaining the continuous use of such services among small and medium-sized tourism and hospitality enterprises (SMTHEs) is still unknown. This study examines the driving factors of continuous intention to use MM services among SMTHEs in Ghana. It employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), and the diffusion of innovation and perceived risk theories to examine the key drivers and deterrents of continued MM usage among SMTHE operators. A structural model was developed to test eleven hypotheses. A multi-stage proportionate random sampling was conducted on sub-sectors such as accommodation, restaurants, transport agencies and artisans within four selected cities in Ghana, yielding 380 useful survey questionnaires. Overall, the results of both CFA and SEM indicate that the model fits the data. For instance, effort expectancy, performance expectancy, hedonic motivations, habit, personal innovations, destination-infrastructure risk, technology risk and awareness were significant drivers of the intention to continuously use MM services. Further results from the multi-group moderation analysis show significant differences between males and females relative to the relationship between effort expectancy and continuous intention. The implications and limitations of the findings are discussed and suggestions for future research are given.

中文翻译：

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持续使用移动货币（MM）服务的意愿：中小型旅游和接待企业（SMTHE）的驱动因素

摘要移动货币（在加纳俗称“ MOMO”）的使用在非洲已经很普遍。但是，尚不能解释在中小型旅游和接待企业（SMTHE）中继续使用此类服务​​的驱动因素。这项研究调查了加纳SMTH​​E中持续使用MM服务的意愿的驱动因素。它采用统一的技术接受和使用理论2（UTAUT2），以及创新和感知风险理论的传播，以研究SMTHE运营商之间继续使用MM的主要驱动因素和威慑力。开发了一个结构模型来测试十一个假设。在加纳的四个选定城市中，对住宿，饭店，运输公司和工匠等子行业进行了多阶段的比例随机抽样，产生380个有用的调查问卷。总体而言，CFA和SEM的结果均表明该模型符合数据要求。例如，预期工作量，预期绩效，享乐动机，习惯，个人创新，目的地基础设施风险，技术风险和意识是持续使用MM服务的重要驱动力。多组调节分析的进一步结果表明，相对于预期工作量和持续意图之间的关系，男性和女性之间存在显着差异。讨论了研究结果的含义和局限性，并提出了进一步研究的建议。个人创新，目的地基础设施风险，技术风险和意识是持续使用MM服务的重要驱动力。多组调节分析的进一步结果表明，相对于预期工作量和持续意图之间的关系，男性和女性之间存在显着差异。讨论了研究结果的含义和局限性，并提出了进一步研究的建议。个人创新，目的地基础设施风险，技术风险和意识是持续使用MM服务的重要驱动力。多组调节分析的进一步结果表明，相对于预期工作量和持续意图之间的关系，男性和女性之间存在显着差异。讨论了研究结果的含义和局限性，并提出了进一步研究的建议。