Browsing by Author "Maharaj, Yashna"

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    Understanding factors that influence digital banking user intention: a South African banking perspective
    (University of the Witwatersrand, Johannesburg, 2023) Maharaj, Yashna; Appiah, Erasmus Kofi
    In an increasingly digital landscape, retail banks in South Africa need to keep abreast of the factors that influence consumers digital banking usage intention. According to existing literature, the most prominent factors include economic value, social influence, firm reputation, product features, product rewards and perceived ease of use. This study aims to explain the relationship between these variables and whether a user’s intention to use digital banking is influenced by these factors at the start of their decision-making journey. In order to assess the impact of each of these factors, an online survey was distributed to students from a South African university. The online survey used a 5-point Likert scale to measure statements related to each variable. A cross-sectional approach to data collection was preferred. There were 191 respondents that completed the survey. Majority of respondents in this study were African females between the ages of 18 and 24. 98% of respondents indicated that they use digital banking. The key findings indicated that social influence, firm reputation, product features and perceived ease of use did in fact influence consumers digital banking usage intention in South Africa. However, economic value and product rewards were found to be statistically insignificant. It was therefore concluded that banks should focus on strategies that improve these factors to attract and retain customers, especially within the younger generation.