Adoption of electronic banking distribution channels in South Africa: the Unified Theory of Acceptance and use of technology.

Abstract

Globally, every industry is on the path of a technological revolution that is radically shaping how people and organisations relate to the world and to one another. The Fourth Industrial Revolution’s (4IR) digital technologies are transforming supply chain management from a linear model to a more integrated model in which information flows in multiple directions. The invention of e-banking has provided customers with a whole new experience of banking services. In South Africa, banks have invested heavily in technological solutions. However, socio-economic complexities and challenges are slowing down the adoption of e-banking channels. This study examines the key determinants of the adoption and acceptance of electronic banking through the theoretical constructs of the extended Unified Theory of Acceptance and Use of Technology model (UTAUT2). The first research objective of the study was to determine the magnitude of acceptance and utilisation of downstream electronic banking distribution channels by generation-based clients. The second objective was to determine the effect of the cultural factor, uncertainty avoidance, on the use of electronic banking distribution channels. The third objective was to establish the downstream supply chain customer experience on the underlying impact of facilitating conditions on electronic banking systems. The penultimate objective was to determine the degree to which the downstream electronic banking simplicity practice influences usage of electronic banking distribution channels. The final objective was to develop the integrated electronic banking model that influences the downstream site generation-based customers. A self-administered questionnaire was used to collect data in this study where the purposive and simple random samplings were selected. The study applied a quantitative approach to a 307 sample size of students doing post-graduate qualifications from three Higher Education Institutions (HEIs) in Durban. The collected data were analysed using univariate, bivariate and multivariate methods. The findings revealed that facilitating conditions, effort expectancy, and social influence are key determinants that explain the users’ adoption and use of e-banking channels in South Africa. The study also revealed that uncertainty avoidance influences the use of e-banking channels. The retail banks can use these findings to further improve their electronic channels feature in the future.