Original Research

Predicting the attitude towards electronic banking continued usage intentions among rural banking customers in South Africa

Anele Nkoyi, Madele Tait, Freda van der Walt
SA Journal of Information Management | Vol 21, No 1 | a1016 | DOI: https://doi.org/10.4102/sajim.v21i1.1016 | © 2019 Anele Nkoyi, Madele Tait, Freda van der Walt | This work is licensed under CC Attribution 4.0
Submitted: 13 July 2018 | Published: 24 January 2019

About the author(s)

Anele Nkoyi, Department of Business Management, Central University of Technology, South Africa
Madele Tait, School of Management Sciences, Nelson Mandela University, South Africa
Freda van der Walt, Faculty of Management Sciences, Central University of Technology, South Africa


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Abstract

Background: The proliferation of electronic banking has revolutionised the delivery of financial services across the globe. E-banking services offer substantial benefits, such as reduced costs to transact, convenience and flexibility. Despite the considerable penetration of e-banking in South Africa, it remains unclear whether customers are willing to continue using these services, particularly given the safety concerns, because of the high incidence of cybercrime.

Objectives: Owing to the paucity of research on customers’ attitude towards continued usage intentions of e-banking services, the aim of this study is to investigate the formation of attitude towards e-banking continued usage intentions among rural banking customers.

Method: The study was underpinned by a positivist paradigm, and a descriptive design was employed. Primary data were collected by means of self-administered questionnaires, which yielded 139 valid responses. Regression analysis was utilised during the analysis for hypothesis testing.

Results: The results revealed that e-banking attitude is mainly driven by perceived ease of use and perceived usefulness. Furthermore, the results showed that e-banking attitude strongly predicts continued usage intentions.

Conclusion: The empirical evidence presented in this study adds value to the existing research on e-banking, particularly in the context of rural banking customers, an area which is largely under-researched in South Africa.


Keywords

attitude; e-banking; rural customers; continued usage; intentions

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