Factors influencing Internet banking adoption in South African rural areas

Abstract

Background: The banking industry globally provides Internet banking to offer their customers easy access to banking services. The banks in South Africa, like their counterparts in other parts of the world, offer Internet banking to customers. However, the majority of South Africans in rural areas do not adopt and use Internet banking despite its convenience, the availability of Internet banking infrastructure, the effort of banks in promoting Internet banking awareness and Internet security.

Objectives: This research investigated factors which influence the adoption and use of Internet banking in the context of South African rural areas.

Method: In this study, a quantitative research approach was used. Data were collected through questionnaires and analysed using Statistical Package for Social Sciences (SPSS) tool.

Results: The perceived compatibility, trialability and external variables such as awareness and security were found to have significant influence in the adoption of Internet banking in South African rural areas, whereas relative advantage was found not to be a significant factor. Security and the complexity of Internet banking were also revealed as some of the factors hampering the intention to adopt Internet banking in South African rural areas.

Conclusion: The lack of awareness on Internet banking services and its benefits such as its convenience and the possibility to conduct banking transactions from any location with Internet is found to be the reason for South African rural area retail bank consumers’ reluctance to adopt Internet banking. The majority of retail bank customers in South African rural areas do not use Internet banking because of the lack of resources, such as computers with Internet access. The security of transactions conducted over the Internet is the main concern and significant element that customers consider before adopting Internet banking in South African rural areas as they perceive it as being easily exposed to fraud. As a result, this perception erodes retail bank customers’ confidence to adopt Internet banking. The majority of retail bank customers in South African rural areas will be willing to adopt Internet banking if their lifestyle, values and specific need are met. Retail bank customers in South African rural areas will adopt Internet banking if the Internet banking processes are simplified and user-friendly.