n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Exploiting the technology cluster effect to enhance the adoption of WIG mobile banking among low-income earners




The slow adoption rate of mobile banking remains a dilemma for marketing managers in developing countries such as South Africa. This study investigates the attitude formation of low-income, non-users of Wireless Internet Gateway (WIG) mobile banking, by including use of the Short Message Services (SMS) as a moderator of attitude formation. A non-probability sample of 465 South African non-users of mobile banking was drawn and clustered into High users and Low users of the SMS, based on the average number of text messages sent in a week. The moderating effect of "use of the SMS" was investigated by means of a structural equation modelling multi-group analysis. The findings revealed that the influence of Ease of use on Attitude and of Self-efficacy on Ease of use were stronger for High users and significantly different from Low users, while the opposite was true for the influence of Facilitating conditions on Usefulness.


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