Antecedents of attitudes towards and usage behavior of mobile banking amongst Generation Y students

Abstract

Despite the benefits that mobile banking has to offer, coupled with positive mobile penetration rates, the use of mobile devices to perform banking transactions and access financial information is not as widespread as expected. The significantly sized Generation Y cohort is a rewarding market segment for retail banks. In South Africa, however, this cohort’s mobile banking adoption is largely under-researched. Understanding the antecedents that positively influence Generation Y students’ attitudes towards and usage behavior of mobile banking will assist retail banks in their efforts to tailor their business and marketing strategies effectively towards this cohort, and in doing so, foster increased acceptance of their mobile channels. As such, the purpose of this study was to extend the technology acceptance model (TAM) and determine the influence of perceived ease of use, relative advantage, subjective norms, perceived behavioral control, perceived integrity and the perceived system quality of mobile banking on South African Generation Y students’ attitudes towards and usage behavior of mobile banking. Following a descriptive research design, self-administered questionnaires were completed by a non-probability convenience sample of 334 students registered at the campuses of three registered public South African universities located in the Gauteng province. Data analysis included correlation analysis and structural equation modeling. The findings suggest that while perceived ease of use, perceived integrity and the perceived system quality predict Generation Y students’ mobile banking usage behavior, subjective norms, perceived behavioral control and the perceived relative advantage of mobile banking predict attitudes towards mobile banking, which, in turn, predict their mobile banking usage behavior.

Analysis of Factors Affecting Trust on the Use of FinTech (P2P Lending) in Indonesia

“…According to [6] with his research entitled "Antecedents of Trust in Mobile Banking Amongst Generation Y Students in South Africa", The results of this study indicate the factors that influence trust in mobile banking are structural assurance, bank integrity and ease of use of mobile banking. This will certainly help marketers and retail banking strategists in their efforts to formulate a strategy that will foster confidence in their mobile channel.…”

“…Based on the data above [7]- [11], There has been no research on what factors influence trust in the use of fintech, especially P2P Lending in Indonesia. As for the research on FinTech, it only focuses on mobile banking [6], [12]. Therefore, the researcher is interested in analyzing the factors that influence trust in the use of fintech, especially peer to peer lending in Indonesia, as well as in research conducted by [6]- [12] states that there are 4 factors that influence trust, such as Structural Assurance, Integrity, Easy of Use, and Brand Image.…”

Issues of E-Banking in Pakistan: Managers’ Perceptions about E-Banking Issues

“…These two major issues of e-banking put the e-banking usage into the back. With the view of looking at obstacles as the source of competitive advantage and challenge that demands drastic and change and improvement, trust can be a friend for those banks that capitalise on it and a foe for those that negate it (Esfahani, 2019;Van Deventer, 2019).…”

Validating a Utility and Trust in Mobile Banking Scale in the South African Context

“…Moreover, mobile banking customers may experience fear and anxiety when using the mobile channel to satisfy their banking needs, particularly because of wireless transaction security issues such as insufficient encryption of short message services and the fact that personal data is shared (Lin, 2011;Zhou, 2011). The prominence of trust in mobile banking is expected, given that this mobile commerce platform involves the same, if not more, risks that are normally linked to any electronic commerce undertaking (Van Deventer et al, 2017). Trust in mobile banking aids in mitigating these fears and risks and facilitates business transactions under uncertainty (Lin, 2011;Zhou, 2011).…”

“…Trust in mobile banking aids in mitigating these fears and risks and facilitates business transactions under uncertainty (Lin, 2011;Zhou, 2011). Evidence of these trust issues in the online environment has been apparent since the early days of the commercialisation of the Internet in the 1990s (Van Deventer et al, 2017). For example, in 1998, McKnight et al (1998 highlighted that fostering greater customer trust in the online environment is a costly and time consuming exercise.…”