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An application of the extended Technology Acceptance Model in understanding technology-enabled financial service adoption in South Africa

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  • John P Wentzel
  • Krishna Sundar Diatha
  • VSS Yadavalli

Abstract

The last 10 years have seen a significant increase in the provision of consumer services through technology. Computers, mobile phones, the Internet and self-service kiosks are examples of technology platforms that have enabled services to be offered to consumers in new ways. In South Africa, technology-enabled financial services have the potential to expand financial inclusion, especially at the bottom of the pyramid. There is a need to understand how consumers adopt technology-enabled services. Using grounded theory, an enhancement to the Technology Acceptance Model is proposed and developed to explain adoption of technology-enabled financial services. Confirmatory factor analysis is used to validate the model against data obtained from a survey. The proposed model fits the data well. Implications of the model are discussed.

Suggested Citation

  • John P Wentzel & Krishna Sundar Diatha & VSS Yadavalli, 2013. "An application of the extended Technology Acceptance Model in understanding technology-enabled financial service adoption in South Africa," Development Southern Africa, Taylor & Francis Journals, vol. 30(4-5), pages 659-673, December.
    • Handle: RePEc:taf:deveza:v:30:y:2013:i:4-5:p:659-673
    DOI: 10.1080/0376835X.2013.830963
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    Cited by:

    1. Rebecca Hamilton & Debora Thompson & Sterling Bone & Lan Nguyen Chaplin & Vladas Griskevicius & Kelly Goldsmith & Ronald Hill & Deborah Roedder John & Chiraag Mittal & Thomas O’Guinn & Paul Piff & Car, 2019. "The effects of scarcity on consumer decision journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 532-550, May.
    2. Simran Jit Kaur & Liaqat Ali & M. Kabir Hassan & Md Al-Emran, 2021. "Adoption of digital banking channels in an emerging economy: exploring the role of in-branch efforts," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(2), pages 107-121, June.
    3. Joel R. Motaung & Portia Pearl Siyanda Sifolo, 2023. "Benefits and Barriers of Digital Procurement: Lessons from an Airport Company," Sustainability, MDPI, vol. 15(5), pages 1-18, March.
    4. Barbara Jeanne Slazus & Geoffrey Bick, 2022. "Factors that Influence FinTech Adoption in South Africa: A Study of Consumer Behaviour towards Branchless Mobile Banking," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 8(1), pages 43-64, January.

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