Understanding resistance to cell phone banking adoption through the application of the technology acceptance model (TAM)

Abstract

The resistance to the adoption of cell phone banking poses a challenge to managers in banks. Previous research on the adoption of cell phone banking did not examine how the barriers to the adoption of technology influence the behaviour of clients. This article observes how the barriers of technology adoption influence perceived usefulness and perceived ease of use. The population of the study reported in this article consisted of 288 respondents who were non-users of cell phone banking services. The results of the assessment of the structural model demonstrated that both the value barrier and the tradition barrier had a strong negative influence on perceived usefulness. The usage barrier and the information barrier also had a strong negative influence on both perceived ease of use and the value barrier. Perceived ease of use had a strong positive influence on perceived usefulness and intention to use, while perceived usefulness had a strong positive influence on behavioural intention. Recommendations on how to improve the adoption of mobile phone banking are provided. Key words: Technology acceptance model (TAM), cell phone banking, usage barrier, value barrier, tradition barrier, information barrier.