Determinants of Customers' Adoption of Mobile Banking in Tanzania : Further Evidence from a Diffusion of Innovation Theory

• Autorzy: Neema Mori , Rosallia Mlambiti
• Języki publikacji: EN

Abstrakty

EN

The main goal of this study was to examine the influence of demographic factors on the adoption of innovative mobile banking services in Tanzania. It utilized Rogers' Diffusion of Innovation Theory (DIT) to ascertain the importance of situation-based demographic factors. A survey was conducted with 416 customers of a leading bank in Tanzania. The study applied self-administered questionnaires completed by the respondents who had agreed to participate. The data were analyzed using a combination of descriptive and multivariate analyses. The descriptive results revealed that the majority of respondents used mobile banking once to three times a week to check their balance, download a mini-statement, pay different bills, transfer funds from their account to a mobile telecom network, and buy airtime. The regression results further showed a positive and significant relationship between level of income and education attainment on the one hand and the adoption of mobile banking on the other. The study argues that promotional practices and awareness-raising campaigns are needed to capture the demographic profiles of customers in order to encourage them to adopt mobile banking. Theoretically, the study has shown the relevance of applying the situation-based theory to the adoption of innovative technologies as regards banking services in Tanzania. It also broadens our understanding of the importance of demographic factors that have received little attention from the dominant socio-psychological theories. (original abstract)

Głównym celem tych badań było zbadanie wpływu czynników demograficznych na przyjęcie innowacyjnych usług bankowości mobilnej w Tanzanii. Wykorzystano teorię dyfuzji innowacji Rogersa (DIT), aby ustalić znaczenie czynników demograficznych zależnych od sytuacji. Ankieta została przeprowadzona z 416 klientami wiodącego banku w Tanzanii. W badaniu zastosowano kwestionariusze wypełniane przez respondentów, którzy zgodzili się wziąć udział w badaniu. Dane analizowano przy użyciu kombinacji analiz opisowych i wielowymiarowych. Wyniki opisowe ujawniły, że większość respondentów korzystała z bankowości mobilnej raz do trzech razy w tygodniu, aby sprawdzić saldo, pobrać mini wyciąg, zapłacić różne rachunki, przelać środki ze swojego rachunku do mobilnej sieci telekomunikacyjnej i kupić czas antenowy. Wyniki regresji wykazały ponadto pozytywny i znaczący związek między poziomem dochodów a poziomem wykształcenia z jednej strony a przyjęciem bankowości mobilnej z drugiej. Badanie dowodzi, że potrzebne są praktyki promocyjne i kampanie uświadamiające, aby uchwycić profile demograficzne klientów i zachęcić ich do korzystania z bankowości mobilnej. Badanie wykazało znaczenie zastosowania teorii sytuacyjnej do przyjęcia innowacyjnych technologii w zakresie usług bankowych w Tanzanii. Poszerza także nasze rozumienie znaczenia czynników demograficznych, na które nie zwracano uwagi w dominujących teoriach społeczno-psychologicznych. (abstrakt oryginalny)

Słowa kluczowe

EN

E-banking; Demographic factors; People's income

PL

Bankowość elektroniczna; Czynniki demograficzne; Dochody ludności

• Czasopismo: Journal of Entrepreneurship, Management and Innovation (JEMI)
• Rocznik: 2020
• Tom: 16
• Numer: nr 2 Behavioral Determinants of Enterprise Development and Innovation
• Strony: 203--229

Twórcy

autor

Neema Mori

• University of Dar es Salaam Business School, Tanzania; University of Agder, Norway

autor

Rosallia Mlambiti

• CRDB Bank Plc.

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Identyfikatory

DOI

https://doi.org/10.7341/20201627