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首页> 外文期刊>African Journal of Business Management >Determinants of low-income non-users attitude towards WIG mobile phone banking: Evidence from South Africa
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Determinants of low-income non-users attitude towards WIG mobile phone banking: Evidence from South Africa

机译：低收入非用户对WIG手机银行态度的决定因素：来自南非的证据

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The slow adoption rate of mobile phone banking remains a dilemma for marketing managers globally. Previous studies on mobile phone banking adoption behavior lack investigation on low-income non-users’ adoption behavior and adoption behavior with regard to a specific type of mobile phone banking application. Therefore, this study investigates the attitude formation of low-income non-users towards Wireless Internet Gateway (WIG) mobile phone banking. A non-probability sample of 465 low-income non-users was drawn. The results of the assessment of the structural model indicate that considering the total effects, Ease of use and Usefulness almost influence Attitude with the equivalent strength. Other findings include that Cost and Ease of use influence Usefulness of WIG mobile phone banking for low-income non-users, Facilitating conditions and Self-efficacy influence Ease of use, and that the total effect of Facilitating conditions on Ease of use is relatively strong. Based on these findings practical suggestions are presented to enhance the adoption rate of WIG mobile phone banking in the low-income market segment.
机译：手机银行业务普及率缓慢仍然是全球营销经理的两难选择。以前有关手机银行采用行为的研究缺乏对低收入非用户的采用行为和针对特定类型手机银行应用的采用行为的调查。因此，本研究调查了低收入非用户对无线互联网网关（WIG）手机银行的态度形成。抽取了465个低收入非用户的非概率样本。结构模型的评估结果表明，考虑到总体效果，易用性和实用性几乎会以等效强度影响态度。其他发现包括：成本和易用性影响WIG手机银行对低收入非用户的实用性;便利条件和自我效能影响易用性;便利条件对易用性的总体影响相对较强。根据这些发现，提出了提高WIG手机银行在低收入市场中的采用率的实用建议。

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