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INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA

Year 2018, Volume: 10 Issue: 1, 18 - 33, 01.01.2018

Marko van Deventer Natasha de Klerk Ayesha Bevan Dye

Abstract

Mobile banking offers several advantages to both retail banks and their customers.
However, in emerging economies such as South Africa, low mobile banking
penetration remains a managerial dilemma that requires urgent attention. As a
generational cohort, Generation Y is an important current and future customer
segment for retail banks and their digital banking channels. The cost implications
of servicing individuals in this cohort are largely dependent on their acceptance of
these digital channels, including the mobile banking channel. As such, this article
reports on a study undertaken to propose and empirically test a technology
acceptance model (TAM) that considers the influence of perceived ease of use and
perceived relative advantage on Generation Y university students’ attitudes
towards and usage of mobile banking in South Africa. A self-administered
questionnaire was used to survey a non-probability convenience sample of 334
students registered at three public South African university campuses. Descriptive
statistics, reliability measures, correlation analysis and structural equation
modelling were used to analyse the collected data. The findings infer that South
African Generation Y students’ perceived ease of use and perceived relative
advantage of mobile banking have a significant positive influence on their
attitudes towards mobile banking, which, in turn, has a significant positive
influence on their mobile banking usage behaviour. Understanding the factors that
positively influence the Generation Y cohort’s attitudes towards and usage
behaviour of mobile banking will help retail banks in their efforts to influence mobile banking consumer behaviour and promote greater acceptance of their mobile channels amongst this important market segment.

Keywords

Generation Y university students ease of use relative advantage mobile banking attitude mobile banking behaviour South Africa

Year 2018, Volume: 10 Issue: 1, 18 - 33, 01.01.2018

Marko van Deventer Natasha de Klerk Ayesha Bevan Dye

Abstract

There are 0 citations in total.

Details

Other ID JA59SC57HC
Journal Section Articles
Authors

Marko van Deventer This is me

Natasha de Klerk This is me

Ayesha Bevan Dye This is me

Publication Date January 1, 2018
Submission Date January 1, 2018
Published in Issue Year 2018 Volume: 10 Issue: 1

Cite

APA Deventer, M. v., Klerk, N. d., & Dye, A. B. (2018). INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA. International Journal of EBusiness and EGovernment Studies, 10(1), 18-33.
AMA Deventer Mv, Klerk Nd, Dye AB. INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA. IJEBEG. January 2018;10(1):18-33.
Chicago Deventer, Marko van, Natasha de Klerk, and Ayesha Bevan Dye. “INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA”. International Journal of EBusiness and EGovernment Studies 10, no. 1 (January 2018): 18-33.
EndNote Deventer Mv, Klerk Nd, Dye AB (January 1, 2018) INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA. International Journal of eBusiness and eGovernment Studies 10 1 18–33.
IEEE M. v. Deventer, N. d. Klerk, and A. B. Dye, “INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA”, IJEBEG, vol. 10, no. 1, pp. 18–33, 2018.
ISNAD Deventer, Marko van et al. “INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA”. International Journal of eBusiness and eGovernment Studies 10/1 (January 2018), 18-33.
JAMA Deventer Mv, Klerk Nd, Dye AB. INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA. IJEBEG. 2018;10:18–33.
MLA Deventer, Marko van et al. “INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA”. International Journal of EBusiness and EGovernment Studies, vol. 10, no. 1, 2018, pp. 18-33.
Vancouver Deventer Mv, Klerk Nd, Dye AB. INFLUENCE OF PERCEIVED EASE OF USE AND PERCEIVED RELATIVE ADVANTAGE ON GENERATION Y STUDENTS’ ATTITUDES TOWARDS AND USAGE BEHAVIOUR OF MOBILE BANKING IN SOUTH AFRICA. IJEBEG. 2018;10(1):18-33.
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