Towards a model of adoption in mobile banking by the unbanked: a qualitative study

This paper presents a qualitative study on mobile banking technology acceptance by the rural unbanked. The number of mobile phone users has long exceeded the number of people with bank accounts across the world. The purpose of this paper is to determine the factors that will affect the acceptance of mobile banking by the rural unbanked.

The main purpose of this qualitative research is to discover the deeper motivations and associations that underlie an unbanked consumer's intentions to adopt mobile banking services. The use of open‐ended questions in the group discussions allowed participants to explain, comment and share experiences, attitudes, opinions, and beliefs, with specific focus on the consumer (his cognition and emotions as a result of the consumption intentions). Focus groups provide an opportunity to capture the meaning that consumers give to different aspects of reality they live in through group dynamics and interactions.

The findings of the study indicate that perceived usefulness and perceived ease of use from the technology acceptance model, economic factors and trust influence the rural unbanked's intention to adopt and use mobile banking services.

Although the qualitative study brings out the underlying motives of the rural unbanked, it does not statistically test the extension of the technology acceptance constructs and its antecedents that are discovered. Also, there was a limitation in the use of language and transcribing from a native language into English.

The demand for mobile banking services by the unbanked can be linked to their demand for savings and loan services. Therefore, for successful adoption of mobile banking by the unbanked, operators should promote the use of mobile banking services for savings and loans. Firms should further consider educating consumers through demonstrations and training to better equip them to master mobile banking systems. Once consumers feel more competent in utilizing the system, they would find it easier to use and will be encouraged to use it.

The value of the paper lies in the use of a focus group discussion to unveil new determinants of technology acceptance by the rural unbanked and the identification of convenience and affordability as antecedents to perceived usefulness.