Mobile banking applications: Consumer behaviour, acceptance and adoption strategies in Johannesburg, South Africa (RSA)

Type Journal Article - Mediterranean Journal of Social Sciences
Title Mobile banking applications: Consumer behaviour, acceptance and adoption strategies in Johannesburg, South Africa (RSA)
Volume 5
Issue 27 P1
Publication (Day/Month/Year) 2014
Page numbers 247-258
There has been a complete disparity in the number of cell phone subscribers when compared to fixed line users in South Africa
(referred to as Republic of RSA or RSA). In 2011, results revealed that 29 million South Africans use mobile phones compared
to only 5 million using fixed lines (Brown, Cajee, Davies, & Stroebel,2003; Lascaris,2012). It is because of this increased and
saturated mobile market that we have seen the extreme growth of mobile applications. This increase is coupled with several
benefits that mobile applications bring to the consumer, such as increased functionality, productivity improvements and
entertainment (Pranata, Athauda, & Skinner, 2013). Although adoption strategies around internet banking and cell phone
banking have been explored in various parts of the world, adoption strategies specifically around mobile banking applications or
"mbapps" have not been vastly researched (Jaruwachirathanakul & Fink, 2005). As such, this study focused on examining
consumer behaviour and acceptance towards adopting mbapps in Johannesburg RSA, where mbapps are in an emerging
phase, but offer potential benefits to both consumers and industry at large. A quantitative research methodology was used for
this research. Self-administered quantitative questionnaires were distributed at the University of Witwatersrand as well as to
individuals within the Johannesburg area aged between 18 and 60 years. A pilot study of 30 respondents was conducted to
ensure validity and reliability of the questionnaire. Following this, the research was then conducted to a sample size of 373
respondents. Due to time constraints, this study made use of convenience sampling. Data collected from the questionnaires
was analysed using statistical analysis to investigate the relationship between the variables used in the research model, this
being a modified version of the Decomposed Theory of Planned Behaviour model – The decomposed TPB model is successful
in predicting and explaining human behaviour across various platforms and breaking outcomes down into specific dimensions.
In addition, the decomposed TPB model is most suitable for steering decision makers towards the implementation of
innovations. The decomposed TPB model will provide insight into understanding consumers’individual attitudes, subjective
norms and perceived behavioural control, which ultimately influences the likelihood of consumers using mbapps. From the
findings, it can be concluded that the results of this study support the proposed conceptual model. The findings of this research,
which was focused towards, Attitude, Perceived Behavioural Control and Subjective Norms do have a significant relationship
on the intention to adopt mbapps. In terms of the hypotheses set and tested, all resulted as postulated. In conclusion to this
study the contribution of this research provides the banking industry, marketers and academics with the factors that encourage
consumers to adopt mbapps and to utilise the research to exploit the conversion rate of customers towards adopting mbapps.
Lastly this study adds value to not only the RSA market but potentially to other developing and developed countries through the
recommendations made in chapter 5. Decision makers are advised to take heed of the proposed strategies in maximising the
rate of mbapps adoption.

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