Influence of attitude on mobile banking acceptance and factors determining attitude of end-users in Ethiopia

Abera Bekele Kejela · Daniel Porath

23 citations0/0 files storedJournal of Internet and Digital Economics

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Technology Adoption and User Behaviour Usability and User Interface Design Health, Technology, Consumer Behavior

Abstract

Purpose In this paper, the authors explore the reasons for reluctance to use mobile banking with the help of the technology acceptance model (TAM) and modifications proposed by the literature that is particularly adequate for developing countries and mobile banking: the theory of trying (TT) and the concept of attitude strengths. Design/methodology/approach This study intends to shed more light on the acceptance of mobile banking in Ethiopia from the banking industry's perspective. To this end, the authors identify models used in the literature for explaining acceptance and fit them to a sample of Ethiopian bank customers. The authors' sample of 394 mobile banking subscribers does not include non-banked individuals, because the authors' main intention is to help banks understanding why banks' platforms are not used as desired. Findings The authors' findings suggest that attitude is the most significant factor determining acceptance, a multi-dimensional approach to attitude is more recommendable to understanding how mobile banking users shape users' attitude and combining TAM and TT is impactful and better explains the factors influencing attitude. Research limitations/implications The authors' analysis suggests focusing on improving the attitude of users toward mobile banking since users' attitude is the integral component for acceptance decisions. In doing so, banks shall concentrate on making mobile banking services/platforms easy to use than promoting the usefulness of mobile banking, because the perception of ease of use has a more significant influence on attitude than usefulness. Originality/value Practical application of the authors' findings may guide future marketing decisions while individuals can elucidate where individuals stand on mobile banking.

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References

1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1986The Elaboration Likelihood Model of Persuasion 1997ATTITUDES AND ATTITUDE CHANGE 2004What drives mobile commerce?2007The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift.2004Toward an understanding of the behavioral intention to use mobile banking 2011Literature Review of Information Technology Adoption Models at Firm Level 2006Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics

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