Electronic Money and Consumer Spending Behaviour: Evidence from Ghana

Abstract

This study examines how e-money usage affects consumer spending behaviour through discrete choice analysis considering demographic characteristics. It also assesses people’s attitudes towards the challenges and benefits of using e-money through ANOVA. Our analyses indicate that e-money significantly impacts consumer spending behaviour, with the type of e-money and the expenditure made with e-money both influencing the consumers’ expenditures. Gender, age, and employment status also affected consumers’ spending behaviour as expected. However, the length of e-money usage had no effect. Interestingly, the respondents’ challenges associated with using e-money had no significant effect on the frequency of e-money usage. On the contrary, the derived benefits of using e-money had significant effects. JEL classification numbers: C25, D12, E42. Keywords: Electronic money, Consumer behaviour, Discrete choice, Ordered logit.