Abstract
In spite of the widespread acceptance and use of the mobile technology and its associated services, South Africa retail banks face a monumental challenge in convincing its clients to accept mobile banking services. Understanding retail banking clients' behavioral intention toward mobile banking services usage is a key issue in accelerating rapid adoption of the services. Yet, current research pays little attention to the drivers of behavioral intention towards mobile banking usage. This study investigated retail banking clients' behavioral intention towards mobile banking services usage in South Africa. The results of the analysis based on data sourced from 394 retail banking clients of the four major retail banks in South Africa indicate that all the hypothesized relationships in the core conceptual research model based on theoretical considerations rooted in the TAM and its extensions were supported. Therefore, this study does not only verify that the TAM can be deployed to explain and predict mobile banking acceptance but also derived a research model specifying key drivers of retail banking clients' behavioral intention towards mobile banking services usage in South Africa. The study also offers practical insights for industry players in designing and marketing mobile banking services in order to garner favorable attitudes and increased behavioral intention among clients to use mobile banking services in South Africa.
| Original language | English |
|---|---|
| Pages (from-to) | 58-72 |
| Number of pages | 15 |
| Journal | Investment Management and Financial Innovations |
| Volume | 11 |
| Issue number | 3 |
| Publication status | Published - 2014 |
Keywords
- Behavioral intention
- Clients
- Mobile banking
- Retail banking
ASJC Scopus subject areas
- Business and International Management
- Accounting
- Finance
- Economics and Econometrics
- Strategy and Management
