The sustainability and contribution of Generation Z influenced by hedonic and utilitarian values to use mobile money services for fee payment

Abstract

The study is designed to establish the impact of Generation Z users' contributions towards sustainable continued use of mobile money service for fee payment among university students. Data for the study were gathered from 1211 students at three universities in the Bono region of Ghana. The study model was validated using structural equation modelling (SEM) with SmartPLS using the partial least structure (PLS). According to the findings of the study, hedonic and utilitarian factors significantly impact university students' continued intention to use mobile money services for fee payment. Also, the study findings determined that government policy and perceived usefulness had a significant impact on both hedonic and utilitarian values. The findings will guide mobile money providers on what factors to consider when improving their service to Generation Z users for payment and continued use of mobile money.

Keywords

• Generation Z
• Continued use
• Hedonic values
• Utilitarian values
• Fee payment
• Mobile money