Factors Influencing the Consumer Usage of
Date
2011-05-11
Authors
Le Roux, Mitchell Thomas
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Abstract
This study is concerned with identifying the relevant factors that currently
influence the consumer usage of internet banking in South Africa.
The study determines if there has been any change in the factor structure due
to the rapid diffusion of the Internet and the rapid growth of internet banking
users in South Africa. The Theory of Planned Behaviour and the Adoption of the
Diffusion of Innovations Theory formed the conceptual framework to understand
the consumer usage of internet banking and helped to identify the relevant
factors investigated in this research.
179 valid responses were collected through an online survey and a combination
of principal component analysis and multiple regression techniques were used
to analyse the numerical ordinal data. A valid factor structure was formulated for
the current internet banking consumer in South Africa.
Relative advantage, compatibility and trialability of the service were identified as
significant promoting factors. A new factor labelled as introductory experiences
was confirmed as a promoting factor. Security issues and complexity were
confirmed as significant inhibitory factors. Cost, awareness, accessibility, user
self-efficacy and the presence of support structures and website information
could not be confirmed as factors.
A comparison made between the factor structure found by Hoppe, Mugera and
Newman (2001) in South Africa and the one formulated in this research report
showed similar results with the exception of self-efficacy and support structures
not being confirmed as significant positive factors. No other substantial
differences were observed.
Description
MBA - WBS
Keywords
Banks and banking, Internet banking, Electronic banking