Abstract
This paper reports results of an investigation into modelling factors that influence customers’ attitude and decisions to adopt digitized financial services (DFSs) in rural and semi-urban towns in Ghana. Quantitative cross-sectional research approach was used. Seven hundred and twenty-seven (727) rural customers were randomly selected from a semi-urban town and three adjoining rural communities in Ghana to test the applicability of technology acceptance model (TAM) within such a context. Structural equation modelling was employed to assess stated hypotheses. The results of the study suggest that perceived usefulness, trust in bank and security and reliability positively influence DFS usage. DFSs can play a positive role in financial service outreach and can increase the participation of rural population in formal financial activities. Hitherto, little academic attention has been given to digitization of financial services in semi-urban African towns. The study contributes to filling this research gap.
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