African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

The determinants and key challenges of financial inclusion in Niger: the case of Orange Money

Alain Sawadogo
  • Alain Sawadogo
  • Laboratoire en Innovation, Technologies, Économie et Management (LITEM - France), Ecole Supérieure Multinationale des Télécommunications, Senegal.
  • Google Scholar

  •  Received: 08 September 2018
  •  Accepted: 18 January 2019
  •  Published: 31 January 2019


This work focuses on the mobile payments used in Africa, a means to help solve the financial inclusion problem on the continent. It builds on the unified theory of acceptance and use of technology (UTAUT). The results of the investigations on a sample of 238 subscribers of Orange Niger show that the facilitating conditions are as decisive as the development of solar batteries and smartphone democratization. Social influence, perceived usefulness and habits have little impact if not at all, and are consistent with the reality of the market. These results will enable telecom operators to refocus their deployment policies of the mobile payment service to enhance the financial inclusion.


Key words: Financial inclusion, mobile payment, ICT adoption, UTAUT, Africa.