Extending the Technology Acceptance Model to Mobile Banking Adoption in Rural Zimbabwe

Shallone K. Chitungo, Simon Munongo

Abstract


Improvements in wireless technologies and increased uptake of advanced mobile handsets have led to a growing trend in mobile banking activities on a global scale. This empirical study sought to investigate the applicability of the extension of the renowned framework of Technology Acceptance Model (TAM) in determining factors that influence unbanked rural communities Zimbabwe’s intention to adopt mobile banking services. A self-administered questionnaire was developed and distributed in Zaka, Chiredzi, Gutu and Chivi rural districts Out of the 400 questionnaires, only 275 useable questionnaires were returned, yielding a response rate of 69%.Results were subsequently analyzed by the SPSS package. The findings indicate that the extended TAM can predict consumer intention to use mobile banking. Specifically, perceived usefulness, perceived ease of use, relative advantages, personal innovativeness  and social norms have significant effect on user’s attitude thus influence the intention toward mobile banking, whilst perceived risks and costs deterred the adoption of the service. The results may provide further insights into mobile banking strategies for mobile network operators, banks and software engineers to design and implement mobile banking services to yield higher consumer acceptance amongst the unbanked rural communities in Zimbabwe.

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