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Is biometric authentication a contributor in deepening cashless market in African context? Customers’ reaction

Year 2023
Volume/Issue/Review Month Vol. XVI, Issue - I, Jan. - Jun.
Title Is biometric authentication a contributor in deepening cashless market in African context? Customers’ reaction
Authors Oloveze, Ambrose Ogbonna , Ogbonna, Chinweike , Oteh, Ogbonnaya Ukeh , Chukwuoyims, Kelvin , Okeke, Chukwuemeka Victor
Broad area Marketing
Abstract

Major part of African economy such as Nigerian economy has been experiencing high rate of adult financial exclusion, and poor usage of novel financial technologies. Several factors have been shown from developed nations to have significant effect on how customers use and adopt financial innovations. The study investigates the acceptance and use of fingerprint biometric authentication in an African context. This is critical because of the driving cashless policies of most African nations like Nigeria and the proliferation of different financial innovations to which a significant few have gained user traction. The paper is centered on advancing structural model to fit the African context of fingerprint authentication, and assess how customers’ perception of its usefulness can have mediating influence on its adoption. Thus, how do customers perceive usefulness of fingerprint authentication in adopting the device when associated with other determinant factors? Cross-sectional design was adopted while adapted structured questionnaire was used to pool 311 responses using snowball sampling. Confirmatory factor analysis was carried out while structural equation modeling was used to prove the hypotheses. Convenience, perceived security, personal innovativeness, perceived usefulness and subjective norm are the key drivers of fingerprint biometric authentication in Africa. However, convenience is the key contributor in deepening the cashless market while perceived usefulness partially mediate behavioral intention. The predictive power of 76% intention to use biometric authentication indicates inclusion of major factors that enables understanding of the implications while the mediation analysis portrays the value of such factors in deepening cashless market. Also it is one of scarce literature on deepening cashless market in African context through biometric authentication. Therefore, it is concluded that in African context of customer reaction to biometric authentication, convenience has paramount influence while customers significantly value usefulness as it mediates the relationship of other factors to the adoption of the innovation.

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