Title:
SOCIAL INFLUENCE AND ITS EFFECTS ON ACCEPTANCE OF MOBILE PHONE BANKING SERVICES BY SMALLHOLDER FARMERS IN THE DODOMA REGION, TANZANIA

Authors:
Rwezaula Anicet, Tonya Emmanuel and Chachage Bukaza ,Tanzania

Abstract:
This study examines the effect of social influence on smallholder farmers' acceptance of mobile phone banking services in the Dodoma Region. 355 smallholders’ farmers were selected randomly to form a sample. It was revealed that social influence measures have good predictive potential in explaining acceptance of mobile phone banking services. Income and education levels have statistically significant effects on acceptance of mobile phone banking services. The findings advise services providers to invest more in social interaction, experiences and advertisements and promotions to address the expectations of smallholder farmers. The study attracts policy reviews with focus on the socially related influences to attract more service users. These findings have implications to smallholder farmers who use mobile phone banking services.