Determinants of Behavioural Intention to Use E-Payment System in Nigerian Retail Industry: A Conceptual Extension of UTAUT with Concern for Customers

Faruq Muhammad Abubakar, Hartini Ahmad


A number of scholars have emphasised the need for change in business processes. These changes are often necessitated by new technological development, changing consumer preference, cultural pluralism, knowledge capital, and globalization. It is therefore paramount that business organisations must embrace change in order to survive the competitions in nowadays ever-growing technology-driven marketplace. Nigerian business environment is not in isolation in this regard, owing to the introduction of new payment process to the economy; the cash-less policy, which entails all business to change their payment process to an electronic based. There is so much resistance to change from the merchants, thus calls for a research to identify the factor that can influence the merchants to adopt the change. The volume and value of cash-based transactions in Nigeria is high and expected to rise. This is linked to non-adoption of new e-payment process introduced by the Central Bank. The adoption of Point of Sale (POS) terminal is reported to be very low. A number of researchers have used several technology adoption theories to answer a similar phenomenon, but their studies were fragmented. Thus the Unified Theory of acceptance and Use of Technology (UTAUT) combined eight among those numerous theories and models of technology adoption, toward a unified view. However, several studies that used UTAUT and investigate behavioural intention to use technology yielded conflicting findings. Therefore the current study, based on review of past literature, observed that despite the important of customers to every business enterprise, it was found that previous researchers have neglected their influence on managers' behavioural intention. Thus the current study conceptualised that managers' behavioural intention to use POS is expected to be influenced by their concern for customers. Therefore, the current research proposed to extend UTAUT with a new construct "Concern for Customers", to enhance the current understanding of behavioural intention. Specifically, to investigate the managers' behavioural intention to use point of sale (POS) terminal in Nigerian retail industry. This research contributes in two folds; practically and theoretically. Customer is the main focus of any business enterprise, thus require attention. This concern for customer is expected to influence the decision of retail industry managers. Therefore, by incorporating this construct into technology adoption research, findings of the will help the industry players and regulators in formulating policies that considers the customer's preference. The conceptual paper compares only on the fundamental concepts and findings, thus calls for an empirical validation of the proposed framework.


Retail business; technology adoption; strategic change; e-commerce

Full Text:



AbuShanab, E., & Pearson, J. (2007). Internet banking in Jordan: The unified theory of acceptance and use of technology (UTAUT) perspective. Journal of Systems and Information Technology, 9(1), 78-97.

Agabonifo, O. C., Adeola, S. O., & Oluwadare, S. A. (2012). An Assessment of the Role of ICT in the Readiness of Nigerian Bank Customers for the Introduction of Cashless Transactions. International Journal of Computing and ICT Research, 9.

Ahmad, A. (2012). Technology Management School: Evolution and Imperative. International Journal of Business, Humanities and Technology, 2(2), 156-162.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Alozie, N. O., Akpan-Obong, P., & Foster, W. A. (2011). Sizing up information and communication technologies as agents of political development in sub-Saharan Africa. Telecommunications Policy, 35(8), 752-763.

Alrawashdeh, T. A., Muhairat, M. I., & Alqatawnah, S. M. (2012). Factors affecting acceptance of web-based training system: Using extended UTAUT and structural equation modeling. arXiv preprint arXiv:1205.1904.

Ayo, C. K., & Ukpere, W. I. (2012). Further Development of a Secured Unified E-Payment System in Nigeria: A Critical Viewpoint. E-Business–Applications and Global Acceptance, 41.

Biola, K., & Dan, O. (2012). Research Shows Friends are No.1 Influence on Nigerian Youths, as Airtel Repositions as Friendship Network. Retrieved 15 April, 2013, from TMKG Publishing

Business Dictionary. (Ed.) (2010). WebFinance, Inc.

Chang, S. C., & Tung, F. C. (2008). An empirical investigation of students' behavioural intentions to use the online learning course websites. British Journal of Educational Technology, 39(1), 71-83. doi: 10.1111/j.1467-8535.2007.00742.x

Cheng, Y.S., Yu, T.F., Huang, C. F., Yu, C., & Yu, C. C. (2011). The Comparison of Three Major Occupations for User Acceptance of Information Technology: Applying the UTAUT Model. iBusiness, 3(2), 147-158.

Chiemeke, S., & Evwiekpaefe, A. (2011). A Conceptual framework of a modified unified theory of acceptance and use of technology (UTAUT) Model with Nigerian factors in E-commerce adoption. Educational Research, 2(12), 1719-1726.

Chima, O. (2011). CBN: Cash Mgt Cost May Rise to N192bn, News, ThisDay. Retrieved from

Compeau, D. R., & Higgins, C. A. (1995). Computer self-efficacy: Development of a measure and initial test. MIS quarterly, 189-211.

Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Massachusetts Institute of Technology, Sloan School of Management.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace1. Journal of applied social psychology, 22(14), 1111-1132.

Du, H., Zhu, G., Zhao, L., & Lv, T. (2012). An empirical study of consumer adoption on 3G value-added services in China. Nankai Business Review International, 3(3), 257-283.

Fillion, G., Hassen, B., & Jean-Pierre, E. (2011). Testing UTAUT on the use of ERP systems by middle managers and end-users of medium- to large-sized Canadian enterprises. Paper presented at the Allied Academies International Conference.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.

Gao, T., & Deng, Y. (2012). A study on users' acceptance behavior to mobile e-books application based on UTAUT model. Paper presented at the Software Engineering and Service Science (ICSESS), 2012 IEEE 3rd International Conference on.

Goodhue, D. L., & Thompson, R. L. (1995). Task-technology fit and individual performance. MIS quarterly, 213-236.

Hammer, M., & Champy, J. (1993). Reengineering the corporation: a manifesto for business evolution. Nicholas Brealey, London.

Jean, L., Scott, B., & Patrick, D. (2011). World Payments Report. Scotland.

Kendall, S. D. (2006). Customer service from the customer's perspective. Customer service delivery: Research and best practices, 3-21.

Lai, D. C.F., Lai, I. K.W., & Jordan, E. (2009). An extended UTAUT model for the study of negative user adoption behaviours of mobile commerce. Paper presented at the Proceedings of the Ninth International Conference on Electronic Business.

Lallmahamood, M. (2007). An examination of individual’s perceived security and privacy of the internet in Malaysia and the influence of this on their intention to use e-commerce: Using an extension of the technology acceptance model. Journal of Internet Banking and Commerce, 12(3), 1-26.

Lam, T., Cho, V., & Qu, H. (2007). A study of hotel employee behavioral intentions towards adoption of information technology. International Journal of Hospitality Management, 26(1), 49-65.

Liao, C., Liu, C.C., & Chen, K. (2011). Examining the impact of privacy, trust and risk perceptions beyond monetary transactions: An integrated model. Electronic Commerce Research and Applications, 10(6), 702-715.

Lin, C.S., Tzeng, G.H., Chin, Y. C., & Chang, C.C. (2010). Recommendation sources on the intention to use e-books in academic digital libraries. The Electronic Library, 28(6), 844-857.

Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3), 63.

Lu, Y., Cao, Y., & Yang, S. (2010). An empirical investigation of behavioral intention to use online services. Paper presented at the Information Management and Engineering (ICIME), 2010 The 2nd IEEE International Conference on.

Mardikyan, S., Beşiroğlu, B., & Uzmaya, G. (2012). Behavioral Intention towards the Use of 3G Technology. Communications, 2012.

Ogunleye, G., Adewale, O., & Alese, B. (2012). An exploratory study on electronic retail payment systems: user acceptability and payment problems in Nigeria. Paper presented at the 24th National Conference of the Nigeria Computer Society, Lagos.

Oshlyansky, L., Cairns, P., & Thimbleby, H. (2007). Validating the Unified Theory of Acceptance and Use of Technology (UTAUT) tool cross-culturally. A Web document. Retrieved on, 15.

Reizenstein, R. (2004). Customer. Encyclopedia of Health Care Management.

Rogers, E. M. (1962). Diffusion oflnnovation. New York: The.

Suki, N. M., & Ramayah, T. (2010). User acceptance of the e-government services in Malaysia: structural equation modelling approach. Interdisciplinary Journal of Information, Knowledge and Management, 5(1), 395-413.

Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.

Thompson, R. L., & Higgins, C. A. (1991). Personal computing: Toward a conceptual model of utilization. MIS quarterly, 125.


  • There are currently no refbacks.

ISSN: xxxx-xxxx