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Determinants of customers’ adoption of mobile banking in Tanzania: Further evidence from a diffusion of innovation theory
Journal of Entrepreneurship, Management and Innovation ( IF 2.3 ) Pub Date : 2020-01-01 , DOI: 10.7341/20201627
Neema Mori , Rosallia Mlambiti

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.

中文翻译:

坦桑尼亚客户采用手机银行的决定因素:创新理论的传播进一步证明了这一点

这项研究的主要目的是研究人口因素对坦桑尼亚采用创新型移动银行服务的影响。它利用罗杰斯的创新扩散理论(DIT)来确定基于情况的人口统计学因素的重要性。对坦桑尼亚一家领先银行的416名客户进行了调查。该研究使用了同意参加调查的受访者填写的自我管理问卷。使用描述性分析和多元分析的组合来分析数据。描述性结果显示,大多数受访者每周使用移动银行服务一次至三次,以检查其余额,下载迷你账单,支付不同的账单,将资金从其帐户转移到移动电信网络以及购买通话时间。回归结果进一步表明,一方面收入水平和受教育程度与另一方面采用移动银行服务之间存在积极显着的关系。该研究认为,需要采取促销手段和提高认识的运动来掌握客户的人口统计资料,以鼓励他们采用移动银行。从理论上讲,该研究表明,在坦桑尼亚的银行服务中,基于情境的理论与采用创新技术的相关性。这也拓宽了我们对人口统计学因素重要性的理解,而主流社会心理理论对此却很少关注。该研究认为,需要采取促销手段和提高认识的运动来掌握客户的人口统计资料,以鼓励他们采用移动银行。从理论上讲,该研究表明,在坦桑尼亚的银行服务中,基于情境的理论与采用创新技术的相关性。这也拓宽了我们对人口统计学因素重要性的理解,而主流社会心理理论对此却很少关注。该研究认为,需要采取促销措施和提高认识的运动来掌握客户的人口统计资料,以鼓励他们采用移动银行。从理论上讲,该研究表明,在坦桑尼亚的银行服务中,基于情境的理论与采用创新技术的相关性。这也拓宽了我们对人口统计学因素重要性的理解,而主流社会心理理论对此却很少关注。研究表明,在坦桑尼亚的银行服务中,采用基于情境的理论与采用创新技术有关。这也拓宽了我们对人口统计学因素重要性的理解,而主流社会心理理论对此却很少关注。研究表明,在坦桑尼亚的银行服务中,采用基于情境的理论与采用创新技术有关。这也拓宽了我们对人口统计学因素重要性的理解,而主流社会心理理论对此却很少关注。
更新日期:2020-01-01
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