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VOL. 8, ISSUE 2 (2026)
Exploring the factors influencing the adoption of Airtel mobile money credit facilities by marketers in Kaunda Square, Lusaka
Authors
Moses Fwambo, Norman Kachamba
Abstract
This study investigated the adoption of mobile
money credit services among marketeers at Kaunda Square Market in Lusaka,
Zambia, with a focus on Airtel Money credit facilities. The research was guided
by three key objectives: to establish the current sources of credit financing
used by marketeers, to identify barriers hindering the use of mobile money
credit services, and to examine perceptions and attitudes toward Airtel mobile
money credit facilities. A mixed-methods approach was employed, combining quantitative
data from 183 structured questionnaires with qualitative insights from
interviews. Findings revealed that business profits were the most common source
of financing (38.3%), followed by online credit apps (29.0%), while mobile
money credit services were used by only 16.4% of respondents. Although 67.2% of
marketeers were aware of mobile credit services, significant barriers to
adoption included limited loan amounts (41%), high interest rates (33.9%), and
a lack of trust in the service provider. Correlation analysis showed a strong
positive relationship between ease of use (r = 0.870) and adoption, and a
moderate positive relationship between perceived usefulness (r = 0.625) and
adoption, indicating that user experience and perceived benefits significantly
influence uptake. Thematic analysis of interviews further highlighted issues
related to current credit practices, awareness gaps, adoption challenges, and
recommendations for improving service delivery. The study concludes that while
digital credit services hold strong potential for financial inclusion in
informal markets, adoption remains constrained by financial, technical, and
trust-related barriers. It recommends enhancing loan terms, improving financial
literacy, strengthening customer support, and simplifying access procedures.
The study offers practical insights for mobile money service providers,
policymakers, and development partners seeking to expand digital financial
access in Zambia’s informal economy.
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Pages:1-13
How to cite this article:
Moses Fwambo, Norman Kachamba "Exploring the factors influencing the adoption of Airtel mobile money credit facilities by marketers in Kaunda Square, Lusaka". International Journal of Management and Economics, Vol 8, Issue 2, 2026, Pages 1-13
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