Document Type Master's Dissertation Author Masinge, Khumbula firstname.lastname@example.org URN etd-05152011-103542 Document Title Factors influencing the adoption of mobile banking services at the Bottom of the Pyramid in South Africa Degree MBA Department Gordon Institute of Business Science Supervisor
Advisor Name Title Dr T Ismail Supervisor Keywords
- Bottom of the Pyramid (BOP)
- perceived cost
- perceived risks
- adoption of mobile banking
Date 2010-11-10 Availability unrestricted Abstract
With the convergence of banking services and mobile technologies, users are able to conduct banking services at any place and at any time through mobile banking (Gu, Lee & Suh, 2009). This research examines the factors influencing the adoption of mobile banking by the Bottom of the Pyramid (BOP) in South Africa, with a special focus on trust, perceived cost and perceived risk including the facets of perceived risks: performance risk, security/privacy risk, time risk, social risk and financial risk. The research model includes the original variables of extended technology acceptance model (TAM2) (Venkatesh & Davis, 2000).
Data from this study was collected through a physical hardcopy survey in townships around Gauteng. The research has found that customers in the BOP will consider adopting mobile banking as long as it is perceived to be useful and perceived to be easy to use. But the most critical factor for the customer is cost; the service should be affordable. Furthermore, the mobile banking service providers, both the banks and mobile network providers, should be trusted. Trust was found to be significantly negatively correlated to perceived risk. Thus, trust plays a role in risk mitigation and in enhancing customer loyalty.
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Please cite as follows:
Masinge, K 2010, Factors influencing the adoption of mobile banking services at the Bottom of the Pyramid in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05152011-103542/>
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