Resistance to Mobile Banking Adoption in Egypt: A Cultural Perspective

Rehaballah Elbadrawy · Rasha Abd El Aziz

37 citations0/0 files storedInternational Journal of Managing Information Technology

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Mobile banking (m-banking) faces various types of resistance that may hinder customers' adoption inEgypt.This study identifies three groups of m-banking non-adopters, namely postponers, opponents and rejectors.The objective of the study is to explore the reasons for resisting m-banking services in Egypt and whether it differs with regards to these customer groups.Accordingly, a questionnaire was distributed, Chi square tests, Kruskal-Wallis H tests and one-way analysis of variance (ANOVA) test.Frequencies and cross tabulations were used.The results indicate that the three non-adopter groups differ significantly with respect to usage, value, and image barriers.On the other hand, risk and tradition barriers did not show any statistical significance; however, risk barrier received the highest overall mean.Significant relations between usage, risk and image barriers with the gender and level of education were noted.Finally, findings enabled a clear mapping between Hofstede's cultural dimensions and the study's results.

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References

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