INFLUENCE OF PSYCHOLOGICAL FACTORS ON VIRTUAL AIRTIME ADOPTION IN BENIN CITY

The purpose of this paper was to examine the influence of psychological factors on the adoption of virtual airtime in Nigeria. The research design was cross sectional survey. A total of 400 copies of the questionnaires was administered on telecommunication subscribers in Benin-city. Multiple regression analysis was used. Findings revealed that of the psychological factors that affect consumer behaviour: attitude, motivation and learning have statistical relationship and significant influence on the adoption of virtual airtime, while belief, perceived ease of use, and perceived usefulness had no statistically significant relationship with the adoption of virtual airtime. The study recommends that organizations should promote, encourage and sustain the attitude that would help in the adoption of virtual airtime by motivating consumers and promoting consumer learning. Efforts should also be made to correct wrong beliefs or/ and perceptions.