Factors influencing mobile banking continuous use in Sub-Sahara Africa : A study of mobile banking users in Nigeria

Abstract

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.