The Adoption of Automatic Teller Machines in Nigeria: An Application of the Theory of Diffusion of Innovation

Wole Michael Olatokun · Louisa Joyce Igbinedion

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Technology Adoption and User Behaviour Innovation Diffusion and Forecasting Health, Technology, Consumer Behavior

Abstract

This study tested the attributes of the theory of diffusion of innovation empirically, using Automatic Teller Machines (ATMs) as the target innovation. The study was situated in Jos, Plateau state, Nigeria. The population comprised banks customers in Jos who used ATMs. The sampling frame technique was applied, and 14 banks that had deployed ATMs were selected. Cluster sampling was employed to select respondents for the study. Data collection instrument was a structured questionnaire administered to 600 respondents of which 428 were returned giving 71.3% return rate. Principal Factor Analysis, and Multiple Regression were the analytical techniques used. The demographic characteristics of the respondents revealed that most of them were students and youths. From the factor analysis, it was revealed that the respondents believed in their safety in using ATM; that ATMs were quite easy to use and fit in with their way of life; that what they observed about ATMs convinced them to use it and that ATM was tried out before they use it. The constructs Relative Advantage, Complexity, Compatibility, and Trialability were all found to have a significant impact on the Attitude towards ATM, which in turn had a significant impact on the Intention to use it. Relative Advantage and Compatibility had almost the same weight of impact on Attitude; while Observability had the highest impact on attitude. To increase the diffusion of ATMs, it was recommended that banks should ensure enhanced salience of ATM to customers’ needs, greater compatibility of ATM to customers banking norms and lifestyle, less complex and easy to use system and opportunity for adopters to experiment with the system before using ATMs.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2003Diffusion of innovations.1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1995Understanding Information Technology Usage: A Test of Competing Models 1999Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs1 2000Factors Influencing the Adoption of Internet Banking 2002Enticing online consumers: an extended technology acceptance perspective

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