Understanding factors that influence digital banking user intention: a South African banking perspective
| dc.contributor.author | Maharaj, Yashna | |
| dc.contributor.supervisor | Appiah, Erasmus Kofi | |
| dc.date.accessioned | 2024-08-21T12:10:01Z | |
| dc.date.available | 2024-08-21T12:10:01Z | |
| dc.date.issued | 2023 | |
| dc.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 | |
| dc.description.abstract | 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. | |
| dc.description.submitter | MM2024 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier.citation | Maharaj, Yashna. (2023). Understanding factors that influence digital banking user intention: a South African banking perspective [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/40245 | |
| dc.identifier.uri | https://hdl.handle.net/10539/40245 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | WITS Business School | |
| dc.subject | Digital banking | |
| dc.subject | Internet banking | |
| dc.subject | Digital channels | |
| dc.subject | Mobile banking | |
| dc.subject | Digital banking usage intention | |
| dc.subject | Consumer usage intention | |
| dc.subject | Consumer usage behaviour | |
| dc.subject | Consumer decision journeys | |
| dc.subject | UCTD | |
| dc.subject.other | SDG-8: Decent work and economic growth | |
| dc.title | Understanding factors that influence digital banking user intention: a South African banking perspective | |
| dc.type | Dissertation |