Abstract
PurposeIn 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/approachThis 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.FindingsThe 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/implicationsThe 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/valuePractical application of the authors' findings may guide future marketing decisions while individuals can elucidate where individuals stand on mobile banking.
Highlights
The Internet’s novelty, together with computers and subsequent advancements, has had a huge influence on the global economy by making data processing and access cheaper and faster (Gorham and Singh, 2009)
Since this study is about mobile banking in Ethiopia, we will take the perspective of the governing body in the Ethiopian banking sector, which is the National Bank of Ethiopia (NBE)
Conceptual framework: combining the technology acceptance model (TAM) with theory of trying (TT) and strength of attitude With our aim to better understand the reluctance of mobile banking acceptance in Ethiopia, we fit a model for explaining mobile banking acceptance to a sample of Ethiopian bank account holders
Summary
The Internet’s novelty, together with computers and subsequent advancements, has had a huge influence on the global economy by making data processing and access cheaper and faster (Gorham and Singh, 2009). For Ethiopia, results from recent studies on the adoption of mobile banking are inconsistent concerning the influence of perceived usefulness and perceived ease of use, they all used an adapted version of the TAM.
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