The Influence of Values on the Intention and Usage of Mobile Phone Technology:a Case of Tanzanian SMEs

Mobile phone technology has been relied upon in performing a number of activities in the SMEs. In less developed regions, computing infrastructures are very poor thereby depending highly on mobile phones. The improvement of technology in the mobile phones has seen more applications and services being accessed through them. This gives SMEs, especially in developing countries, a preferable alternative to desktop computing technology. However, to maximise the usability of mobile phone technology in SMEs context, key factors which influence users’ perception on its acceptance need to be explained clearly. This study explains the factors influencing employees’ intentions and use of mobile phone technology in SMEs, by extending the Technology Acceptance Model (TAM) with values. The analysis results show that the values of mobile phone technology in SMEs have an impact to the behaviour intention to use. This suggests that stakeholders specifically vendors, policy makers, managers and mobile network operators should take their part in handling the challenges and enforcing the benefits of mobile phones since they constitute to the overall intention and usage. This study uses SEM with 459 employees including managers and ordinary employees in different sectors which perform tourism activities in Tanzania. Data analysis was performed by using SEM through AMOS. Implications of the research and future studies are also highlighted in this paper