Factors influencing mobile banking continuous use in Sub-Sahara Africa : A study of mobile banking users in Nigeria
Ukpabi, D., Karjaluoto, H., Olaleye, S. A., & Abass, S. M. (2019). Factors influencing mobile banking continuous use in Sub-Sahara Africa : A study of mobile banking users in Nigeria. In A. A. Shaikh, & H. Karjaluoto (Eds.), Marketing and Mobile Financial Services : A Global Perspective on Digital Banking Consumer Behaviour (pp. 92-115). Routledge. Routledge Studies in Marketing. https://doi.org/10.4324/9781351174466-5
Published inRoutledge Studies in Marketing
© 2018 Routledge
The ubiquitous diffusion of information and communications technology is fundamentally impacting several sectors. In the financial services sub-sector, the convenience and speed that mobile banking (m-banking) applications offer users have made it one of the most popular applications in use. However, the growth trajectory of the application is questionably different as it has continually seen a decline in the Nigerian market. The aim of this study is therefore to examine the factors influencing m-banking continuous use in an emerging market context by using a hybrid of unified theory of acceptance and use of technology (UTAUT2), uses and gratification, and privacy theories. Survey data were collected from 245 m-banking users in Nigeria. Using structural equation modeling for analysis, the study found that enabling environment is a critical determinant of continuous use. Contrary to some extant studies, we found that the role of social influence is a critical determinant of continuous use, just as embedding hedonic features engenders interactivity. Recommendations are offered. ...
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