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Factors Influencing Online Banking Continuance Intentions Among Older Adults: Evidence from an Emerging Market

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  • Bvuma, Shaun
  • Ligaraba, Neo
  • Segodi, Pinkie

Abstract

Purpose: This study investigates the factors influencing online banking continuance intentions among older adults in South Africa. It focuses on a demographic within an emerging market whose unique challenges and needs remain under investigated. Drawing from existing literature, a research model was developed to examine the proposed relationships between key variables.Design/Methodology/Approach: Data was collected from 256 older adult online banking users through an online questionnaire. Partial least squares structural equation modelling (SEM) technique was used to test the proposed model and hypotheses.Findings: Perceived ease of use, perceived usefulness, facilitating conditions, hedonic motivation, and convenience had a strong influence on continuance intention.& Notably, the security and continuance intention revealed an interesting dynamic, highlighting the need for more user-friendly risk management strategies. &Implications/Originality/Value: Bank marketers could consider factors such as perceived ease of use and convenience to influence online banking continuance intentions among older adults. Platforms must be enjoyable, useful, and secure. This study provides valuable insights for banks targeting older adults in South Africa and similar emerging markets, addressing a key gap in in the literature of continuance intention in his demographic.

Suggested Citation

  • Bvuma, Shaun & Ligaraba, Neo & Segodi, Pinkie, 2025. "Factors Influencing Online Banking Continuance Intentions Among Older Adults: Evidence from an Emerging Market," Sustainable Business and Society in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 7(1), pages 131-144, March.
    • Handle: RePEc:src:sbseec:v:7:y:2025:i:1:p:131-144
    DOI: http://doi.org/10.26710/sbsee.v7i1.3272
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