Factors influencing the intention to use of mobile value‐added services by women‐owned microenterprises in Fiji

We investigate the factors influencing the intention to use mobile value‐added services in the Pacific island of Fiji. Technology adoption literature suggests that perceived usefulness and perceived ease of use influence intention to adopt new technology. However, behavioral research suggests that intention to adopt is influenced by social norms. We investigate the impact of these 3 constructs on behavioral intention to use mobile value‐added services in Fiji—a country that has some unique characteristics such as the culture of “sharing” and “reciprocity.” We surveyed 74 women microentrepreneurs and found that the predominant driver of intention to adopt technology in collectivist societies such as Fiji is social influence. It was found that social influence also impacts perceived usefulness and perceived ease of use and through these the intention to adopt. Accordingly, in societies such as Fiji, policy makers and industry need to engage social organizations/ networks for advancement of technology adoption.