Title: An adoption model for mobile banking in Ghana

Authors: Margaret Crabbe, Craig Standing, Susan Standing, Heikki Karjaluoto

Addresses: School of Management, Edith Cowan University, Joondalup, Western Australia, 6027, Australia. ' School of Management, Edith Cowan University, Joondalup, Western Australia, 6027, Australia. ' School of Management, Edith Cowan University, Joondalup, Western Australia, 6027, Australia. ' School of Business and Economics, University of Jyvaskyla, P.O. Box 35 (MaE), FIN-40014, Finland

Abstract: The impact of social and cultural factors on the adoption of technology still requires much research. To investigate it more fully, we examine the reasons for the adoption and non-adoption of mobile banking in Ghana. Through a survey of 271 people in Ghana, it has been found that social and cultural factors in the form of perceived credibility, facilitating conditions, perceived elitisation and demographic factors do play a significant role in adoption decisions. It has been found that elitisation of technology and services can be a positive influence for adopters whilst being a negative influence for non-adopters. In addition, perceived credibility and facilitating conditions also influence attitudes towards the technology. When these factors are added to a range of demographic factors, the impact of the social and cultural features of the context of studies can be seen as significant.

Keywords: mobile banking; m-banking; mobile communications; technology adoption models; TAM; Ghana; social factors; cultural factors; culture.

DOI: 10.1504/IJMC.2009.024391

International Journal of Mobile Communications, 2009 Vol.7 No.5, pp.515 - 543

Available online: 02 Apr 2009 *

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