Empirical Study of Mobile Money Adoption Determinants Among Rural Users in North West Nigeria

Mobile money penetration in rural areas of North West Nigeria remains significantly below urban equivalents, limiting financial inclusion potential. While demand-side barriers have been qualitatively studied, empirical quantitative analysis of adoption determinants using validated models is limited in the regional context. This study empirically investigates the determinants of mobile money adoption among rural users in Sokoto and Kebbi States using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. A survey instrument adapted from the validated UTAUT2 scale was administered to 350 rural adults aged 18 to 65 in randomly selected communities across both states. Structural equation modelling using SmartPLS was employed for hypothesis testing. Construct reliability and validity were confirmed through Cronbach's alpha, AVE, and discriminant validity assessment. Hedonic motivation, performance expectancy, social influence, and facilitating conditions emerged as the four strongest determinants of behavioural intention to adopt mobile money, explaining 61 percent of variance in intention. Trust in mobile money operators and familiarity with mobile device operation were significant moderating variables. Price value perception showed a stronger effect than performance expectancy among lowest-income segments. The study fills an empirical gap in UTAUT2 application within rural northern Nigerian contexts and provides evidence-based recommendations for telecom operators and regulators seeking to expand mobile money inclusion in the North West zone.

Keywords: mobile money adoption, UTAUT2, rural users, North West Nigeria, financial inclusion