Understanding factors influencing consumer adoption of digital banking Financial Technology (Fintech) services payment solutions in South African Urban and Township Consumers
Date
2023-05
Authors
Journal Title
Journal ISSN
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Publisher
University of the Witwatersrand, Johannesburg
Abstract
In the 4th industrial revolution with advancements in technology, many developing countries struggle with the adoption of technology in everyday life. This struggle can be attributed to the lack of universal access to technology, mobile penetration, including data and digital literacy. This project explored the factors that influence urban and township consumers to adopt digital banking Financial Technology (Fintech) services in Gauteng, South Africa.
In this research study, the literature review unpacks arguments with the conceptualisation of Fintech, as well as some factors that influence adoption in certain countries. To address the research question and sub research questions, a qualitative research method was used. Semi-structured interviews were conducted, and further probing allowed participants to elaborate when needed. With their permission, the participants’ responses were recorded.
The major findings have been on how much culture and context influenced participants to either embrace or reject Fintech services. This study revealed that factors such as performance expectancy, social influence, perceived usefulness, trust in security, and convenience significantly influence urban and township consumers’ adoption of Fintech digital banking services. An interesting finding is the contradiction that some participants had about the level of trust in security that Fintech services provide for consumers, with many singling out being hacked or spammed. Additionally, some participants perceived no difference between urban and township consumers based on their location and context.
The recommendation is to increase awareness and education about Fintech and its benefits, accessibility solutions should be enhanced, trust and security should be fostered, and the local context should be understood.
Description
A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2023
Keywords
UCTD, Financial Technology (Fintech), Digital banking services, Technology adoption, UTAUT-TAM, Urban and Township
Citation
Mabuza, Xolisile Anastasia. (2023). Understanding factors influencing consumer adoption of digital banking Financial Technology (Fintech) services payment solutions in South African Urban and Township Consumers [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace. https://hdl.handle.net/10539/38973