Predicting the attitude towards electronic banking continued usage intentions among rural banking customers in South Africa

Abstract

Background: The proliferation of electronic banking has revolutionised the delivery of financial services across the globe. E-banking services offer substantial benefits, such as reduced costs to transact, convenience and flexibility. Despite the considerable penetration of e-banking in South Africa, it remains unclear whether customers are willing to continue using these services, particularly given the safety concerns, because of the high incidence of cybercrime. Objectives: Owing to the paucity of research on customers’ attitude towards continued usage intentions of e-banking services, the aim of this study is to investigate the formation of attitude towards e-banking continued usage intentions among rural banking customers. Method: The study was underpinned by a positivist paradigm, and a descriptive design was employed. Primary data were collected by means of self-administered questionnaires, which yielded 139 valid responses. Regression analysis was utilised during the analysis for hypothesis testing. Results: The results revealed that e-banking attitude is mainly driven by perceived ease of use and perceived usefulness. Furthermore, the results showed that e-banking attitude strongly predicts continued usage intentions. Conclusion: The empirical evidence presented in this study adds value to the existing research on e-banking, particularly in the context of rural banking customers, an area which is largely under-researched in South Africa.

Keywords

• attitude
• e-banking
• rural customers
• continued usage
• intentions