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International Journal of Information Management 23 (2003) 381394

Cell phone banking: predictors of adoption in South Africaan exploratory study

Irwin Brown*, Zaheeda Cajee, Douglas Davies, Shaun Stroebel
Department of Information Systems, University of Cape Town, Private Bag Rondebosch, Cape Town 7701, South Africa

Abstract Cell phone usage has grown phenomenally in Africa, and particularly in South Africa where initial growth forecasts have been greatly exceeded. This technology therefore provides opportunities for services such as banking to reach critical mass. All major retail banks in South Africa provide cell phone banking, but very few customers actually use it. This study examines the factors that inuence the adoption of cell phone banking in South Africa, as a means of understanding how to possibly increase the rate of adoption. A framework developed in Singapore identifying factors inuencing the adoption of Internet banking was used as a basis, and amended to assess cell phone banking. Factors identied as inuences included relative advantage, trialability, and consumer banking needs, with perceived risk having a major negative inuence. r 2003 Elsevier Ltd. All rights reserved.
Keywords: Cell phone banking; Electronic banking; Technology adoption; South Africa

1. Introduction Recent statistics indicate that, as of August 2002, the cell phone market size in South Africa had reached 13 million subscribers, while still growing rapidly (Cellular Online, 2002). There is strong competition in cell phone network provision, with two companies, Vodacom and MTN dominating the market, and a third more recent entrant (Cell C), gradually gaining a market share. This is in contrast to the slower growth in the xed line telephone network, where there is currently (as at April 2003) only one national provider (Telkom) and about 5 million xed telephone lines (ITU, 2001). Thus, there are twice as many cell phone subscribers, and this despite the fact that cell phone services were only introduced in 1994 (ITU, 2001). Mindful of this, the four major domestic retail banks (namely Standard Bank, First National Bank, NedBank, and ABSA) all provide cell phone banking services to their clients (Manson,
*Corresponding author. Tel.: +27-21-650-4260; fax: +27-21-650-2280. E-mail address: ibrown@commerce.uct.ac.za (I. Brown). 0268-4012/$ - see front matter r 2003 Elsevier Ltd. All rights reserved. doi:10.1016/S0268-4012(03)00065-3

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2002). With this form of banking, the cell phone handset can be used as a terminal in much the same way as an automatic teller machine (ATM). From their cell phone, customers are able to access their accounts in order to check account balances, make transfers, pay bills, and perform various other transactions (Birch, 1999). This innovation follows the relatively successful introduction of Internet banking, whereby customers can access their bank accounts, through the banks web site. Approximately one-third of Internet users in South Africa make use of this channel, an estimate arrived at on the basis that there are approximately 3 million Internet users (Goldstuck, 2002), and that ABSA bank has the largest market share of Internet banking users at 300,000 (a 36% market share) (News24, 2002). The number of Internet users is nevertheless small in comparison to the 13 million cell phone subscribers. Thus, the cell phone network is the most likely platform for valued-added services, such as online banking and mobile commerce offerings to reach critical mass (Manson, 2002). Epaynews (2002), however, report that according to AT Kearney (a Management Consulting rm), worldwide, fewer than 3% of cell phone users having Internet-enabled phones actually use them for banking. Goldstuck (2002) similarly reports that in South Africa, mobile access to the Internet has been a non-starter, which implies cell phone banking too has not been widely adopted. It is thus opportune to conduct an exploratory study to examine what factors would inuence the adoption of cell phone banking in South Africa. This would then give an idea of how such an innovation can be marketed in order to achieve critical mass. Such a goal is important, as a large proportion of the population remains unbanked, and the cell phone may present opportunities for reaching such people (Manson, 2002). In the next section, the technological options for conducting cell phone banking are rst discussed before the research framework and hypotheses are outlined. The research methodology is described, the results reported and discussed, and any limitations and ideas for future research put forward.

2. Cell phone banking technology In South Africa, there are currently two alternative technologies available for conducting cell phone bankingWireless Application Protocol (WAP) and Wireless Internet Gateway (WIG). WAP is an application environment and set of communication protocols for wireless devices designed to enable manufacturer-, vendor-, and technology-independent access to the Internet and advanced telephony services (IEC, 2002). WIG is a Short Message Service (SMS)-based service, in which a menu of available banking options is initially downloaded from the bank to the Subscriber Identity Module (SIM) card in the cell phone, and presented to the user through the phones menu (Standard Bank, 2003). Two important factors to consider in comparing these technologies are security and cost. The introduction of WAP 2.0 has overcome several problems with this protocol, including that of security (WAP Forum, 2002). WIGs encrypted digital signature in like manner also provides comparable security (SmartTrust, 2002). In terms of cost, WAP is more expensive than WIG because it requires the consumer to make a call to perform a banking transaction, in much the same way as a dial-up call is made for Internet access from a personal computer. WIG, on the other hand utilises SMS for transactions and therefore can potentially cost the price of sending an

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SMS, which is comparatively cheaper. The cost of a WAP-enabled phone may also be more expensive than that which is WIG-enabled, the only requirement for the latter being a 32K SIM card in the handset (Standard Bank, 2003).

3. Cell phone banking adoption framework Tan and Teo (2000) developed and tested a framework that identied factors that may inuence the adoption of Internet banking. These factors are dened below, with those that were shown empirically to inuence adoption in italics. Relative advantage: The extent to which a person views an innovation as offering an advantage over previous ways of performing the same task (Taylor & Todd, 1995). Compatibility: The degree to which an innovation is viewed as being consistent with the existing values of users (Agarwal & Prasad, 1997). Complexity: The degree to which an innovation is considered relatively difcult to understand and use (Taylor & Todd, 1995). Trialability: The extent to which users would like an opportunity to experiment with the innovation prior to committing to its usage (Agarwal & Prasad, 1997). Banking needs: The variety of banking products and services required by an individual (Tan & Teo, 2000). Risk: The perceived sense of risk concerning disclosure of personal and nancial information (Tan & Teo, 2000). Internet experience: Prior experience of using a similar class or type of technology (Tan & Teo, 2000). Subjective norm: A persons perception that most people who are important think that he/she should perform a behaviour (Tan & Teo, 2000). Self-efcacy: An individuals self-condence in his or her ability to perform a behaviour (Taylor & Todd, 1995). Facilitating conditions:
* *

Technology support: The extent of technology support in the environment (Tan & Teo, 2000). Government support: Perceived government support for Internet commerce (Tan & Teo, 2000).

The above factors were derived mainly from the diffusion of innovations theory (Rogers, 1983), and the decomposed theory of planned behaviour (Taylor & Todd, 1995). Cell phone banking may be considered as an extension of Internet banking, but with its own unique characteristics, given that a cell phone is used, rather than a web browser on a personal computer. Thus, a similar set of factors can be derived for cell phone banking by using this framework as a basis. Relevant factors from the above list, which may apply equally to cell phone banking adoption, include Relative advantage, Compatibility, Complexity, Trialability, Banking needs, Risk, Self-efcacy, and Facilitating conditions. Rather than Internet experience, however, Cell phone experience would be relevant. Subjective norm did not inuence Internet banking adoption in the Tan and Teo (2000) study, and it is not expected to inuence cell phone banking adoption, given the relatively private nature of banking

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in general. Government support for Internet commerce is also not directly related to cell phone banking, but an equivalent construct could be government support for mobile commerce. Its effect on adoption may be contingent on government policy within a particular country however (King et al., 1994), and so will not be considered in this study. The factors of possible inuence will be discussed in turn, and hypotheses relating to them formulated. 3.1. Relative advantage Agarwal and Prasad (1997) demonstrate that the advantage an innovation has relative to another method is positively related to its rate of adoption. It is therefore possible to suggest that the advantages that cell phone banking offers over other banking methods would affect its rate of adoption. Hence the hypothesis is as follows: H1 The greater the perceived Relative advantage of using cell phone banking, the more likely that it will be adopted.

3.2. Perceived compatibility Compatibility refers to how well a technology ts with an individuals working and lifestyle, values and needs (Agarwal & Prasad, 1997). Those who feel banking via this channel is compatible with their lifestyle would more likely adopt cell phone banking. Thus, the hypothesis is H2 The greater the perceived Compatibility of cell phone banking with lifestyle, the more likely that it will be adopted.

3.3. Perceived complexity The size of a cell phone makes working with it difcult and frustrating for some, and so using a cell phone for banking transactions may be perceived as complex. Consequently, the adoption of cell phone banking is likely to be negatively affected, thus the following hypothesis: H3 The higher the perceived Complexity of using cell phone banking, the less likely that it will be adopted.

3.4. Trialability Potential adopters of a new technology who are allowed to experiment rst will feel comfortable with it and thus be more likely to adopt it (Agarwal & Prasad, 1997; Tan & Teo, 2000). Thus, the adoption of cell phone banking is more likely if the technology is demonstrated to the user or if it can be used on a trial basis rst: H4 The greater the Trialability related to cell phone banking, the more likely that it will be adopted.

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3.5. Cell phone experience Tan and Teo (2000) showed that the greater the Internet experience of an individual, the more likely that Internet banking would be adopted. In terms of cell phone banking, it follows therefore that those with greater cell phone experience are more likely to use cell phone banking. Given the simplicity of using a cell phone for making and receiving calls, however, it is anticipated that the type of experience most likely to inuence cell phone banking adoption, are the more sophisticated uses, such as sending text messages (SMSs), performing calculations, and the playing of games. Thus the hypothesis is H5 The greater the diversity of Cell phone experience, the more likely that cell phone banking will be adopted.

3.6. Banking needs As with Internet banking adoption, it is expected that those who require a wide variety of banking products and services are more likely to want to adopt innovations such as cell phone banking. Thus, the hypothesis formulated is H6 The greater the diversity of Banking services and products required, the more likely that cell phone banking will be adopted.

3.7. Perceived risk One of the major inuencing factors around the establishment and use of new technologies for nancial transactions is that of security and trust (McKnight, Choudhury, & Kacmar, 2002). The need for security of personal details and nancial information is therefore critical to the success of cell phone banking. As a result, the lower the perception of risk involved in using cell phone banking, the more likely that it will be adopted H7 The greater the Perceived risk of using cell phone banking, the less likely that it will be adopted.

3.8. Self-efcacy This construct refers to the condence an individual has in their ability to use a specic technology (Agarwal, Sambamurthy, & Stair, 2000). Agarwal et al. (2000) further demonstrate the importance of self-efcacy in their study of user behaviour with information technology. As with Internet banking it is expected that an individual who is condent in the skills required for cell phone banking will be more likely to adopt it. Thus the hypothesis: H8 The greater the Self-efcacy of using cell phone banking, the more likely that it will be adopted.

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3.9. Facilitating conditions (technology support) This construct may be interpreted to include support from both the cellular service providers as well as from the banks. Cell phone banking is more likely to be adopted if there are better facilitating conditions. Thus, the hypothesis is H9 The greater the Facilitating conditions for cell phone banking, the more likely that it will be adopted.

4. Research methodology 4.1. Research questionnaire (see Appendix) A questionnaire was developed to gather data, and was divided into four sections, as discussed below. Section A: cell phone usage. This section aimed at gathering information relating to respondent cell phone usage, and to gauge respondent understanding of the technologies involved with cell phones such as WAP and WIG. It included a measure of cell phone experience, which was determined by aggregating the number of uses to which a respondents apply their cell phone (e.g., to make and receive calls, send and receive SMSs, as a calculator, to play games, etc.). Section B: Banking. The banking section asked questions relating to which banks respondents used, the products and services used, as well as the extent to which they used the various channels on offer (e.g., bank hall, ATM, telephone, Internet, cell phone, etc.). Section C: Cell phone banking adoption and factors of inuence. This section related to whether respondents actually used or intended to use cell phone banking, and what factors would likely inuence their usage in this regard. A ve-point Lickert Scale was used to measure the independent variables in this section, except for Banking Needs. This was measured by counting the number of banking services a respondent would use, if they had a cell phone with the capabilities to perform banking transactions. Threefour items were used to measure each of the other constructs, these being derived from the denitions for the constructs outlined in Section 3, and from previous measures, such as in Tan and Teo (2000), and Taylor and Todd (1995). Items were worded, so as to be relevant to cell phone banking, and to be easily understood in a broad South African context. Section D: Demographic prole. This section aimed at obtaining demographic data about respondents, including gender, age, education, employment status, and income. 4.2. Pilot study A pilot study was undertaken using an array of people that included a marketing student, an actuarial assistant, an Information Systems lecturer, English teacher and a former bank employee. Such a diverse group was chosen, as cell phone users are many and diverse. The main purpose of the pilot was to ensure the questionnaire adequately addressed the relevant issues, that it was easy

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to understand, and that it had been professionally compiled. The participants were asked to ll in the questionnaire, and add any other comments on how the questionnaire could be improved. 4.3. Data collection method and sampling The sample population for the study was any person who uses or is familiar with cell phones, as well as banking facilities. Thus, the potential population was at the very most the 13 million cell phone subscribers. However, not all of these would be banking customers. Given the exploratory nature of this study, convenience sampling was employed. A number of malls and shopping centres were visited, where more than likely, people with cell phones and who have bank accounts would be found. Some online questionnaires were also sent out, in order to extend the geographic prole of the sample. Since the researchers were based in Cape Town, 85% of responses were from this city. 4.4. Respondent demographic prole In total, there were 162 respondents. Many who were approached declined to participate, claiming they did not know enough about the topic. Thus, it is likely that the respondents were those who had some idea of the concept of cell phone banking, even if they had never used it before. This is important, as lack of awareness of this technology often means that it is wrongly assumed to be no different to telephone banking. The demographic prole is displayed in Table 1. Most respondents were between 18 and 30 (67%). The gender distribution of the respondents was approximately equal with 48% being male and 52% female. 36% of respondents were university/college graduates, with 35% having some tertiary education. A signicant number also had secondary education qualications (20%), thus in all representing a reasonably educated group. The employment status data reveals that most of the respondents are employed (56%), while a signicant number attend university full-time (20%). 34% earn less than R24, 000 (USD 2400) annually, with about 18% of respondents opting not to reveal income. The respondent prole therefore represents a mainly young, educated group, either employed, studying or both. It is reasonable to expect such a prole, as it is mainly the young and educated who are technologically savvy, and who would have an awareness of a new innovation such as cell phone banking. Furthermore, it is mainly those who are employed and are earning a salary, or who are studying and anticipate earning a salary that would be concerned with banking and the various alternatives, such as cell phone banking. 4.5. Respondent banking prole The banking habits of the respondents are shown in Table 2. Most bank a few times a month or more (78%). In terms of the number of bank accounts used, the majority have only one or two (77%). The most popular is a savings account followed by a cheque account. The ATM is the most popular channel for banking, with telephone banking, Internet banking, and cell phone banking on the whole not used to a great extent.

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Table 1 Demographic prole Count Gender Male Female Age Under 18 1830 3140 4150 51+ Education Some secondary Secondary certicate Some tertiary education University/college graduate Masters degree Doctorate Employment status Employed Part-time student Full-time student Retrenched Retired Unemployed Other Non-response Annual income R0R24,000 R24,001R38,000 R38,001R55,000 R50,001R80,000 R80,001R100,000 R100,001R215,000 R215,001+ Non-response 76 82 Percent 48.1 51.9

1 106 19 21 11

0.6 67.1 12.0 13.3 7.0

7 32 56 58 1 1

4.3 19.8 34.6 35.8 0.6 0.6

91 3 33 1 4 7 13 10

56.17 1.85 20.37 0.62 2.47 4.32 8.02 6.17

55 21 19 12 6 10 10 29

34.0 13.0 11.7 7.4 3.7 6.2 6.2 17.9

4.6. Construct reliability To test the reliability of each of the multiple-item constructs that form part of the instrument, Cronbachs alpha was used. Using a cut-off alpha value of 0.6 or higher as an indicator of reliability (as in Tan & Teo, 2000), it was found that all such constructs could be viewed as reliable.

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I. Brown et al. / International Journal of Information Management 23 (2003) 381394 Table 2 Respondent banking prole Frequency of banking Count Daily Few times/week Weekly Few times/month Seldom Missing 9 33 23 58 36 3 Percent 5.7 20.8 14.5 36.5 22.6 1.9 389

Number of bank accounts/services used 0 1 1 85 2 39 3 19 4 8 5 3 6 5 7 1 8 1

0.6 52.5 24.1 11.7 4.9 1.9 3.1 0.6 0.6

Extent of channel use (1never, 6daily)a Mean Bank hall ATM Store/shop Telephone Internet Cell phone
a

Minimum 1 1 1 1 1 1

Maximum 6 6 6 6 6 6

Std. Dev. 1.4 1.3 1.7 1.5 1.3 1.5

2.4 3.6 2.1 1.6 1.6 1.6

Missing values replaced with 1 (never use).

4.7. Construct validity Factor analysis with varimax rotation was used to conrm the validity of each of the constructs with multiple-item measures. Since there were seven of these, a seven-factor structure was suggested, with eigenvalue of 1. Items for Relative advantage, Compatibility, Trialability, Facilitating conditions and Self-efcacy loaded at greater than 0.4 on their respective factors and are thus deemed valid (as in Tan & Teo, 2000). However, Complexity and Risk both loaded on the same factor. Correlation analysis reveals that these are still distinct constructs, as the coefcient between them is only 0.48. This nding does demonstrate, however, that Risk and Complexity are closely linked in the minds of respondents, especially for new innovations such as cell phone banking where many people have not yet had the actual experience of using it.

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4.8. Descriptive statistics Descriptive statistics on general cell phone usage and cell phone banking (Table 3), reveal that 91% of respondents own a cell phone, but only 6% have ever used cell phone banking, consistent with ndings in other countries (ePaynews.com, 2002). About 35% indicated their intentions to use it, whilst 34% have no such intention. A large percentage was uncertain as to whether they would use it or not (30%). The mean scores for factors that may inuence cell phone banking adoption were compared between those who had used it, and those who had not. The cell phone banking users used a signicantly higher number of cell phone functions, perceived the risk to be signicantly less, and saw a greater need for facilitating conditions than those who had not used cell phone banking before. 5. Hypothesis testing The nine hypotheses formulated in Section 3 were tested using multiple linear regression analysis. There was support for four of the nine hypotheses, as follows: H1The greater the perceived advantage that cell phone banking offers over other forms of banking, the more likely cell phone banking would be adopted. H4The greater the opportunity for trying out cell phone banking before committing to usage, the more likely it would be adopted. H6The greater the number of banking services that would be required, the more likely cell phone banking would be adopted. H7The greater the perceived risk of cell phone banking, the less likely it would be adopted. These variables accounted for 38% of the variance in intentions to use cell phone banking. 6. Discussion and implications It is clear that cell phone banking has not been widely adopted, despite the rapid diffusion of cell phones in South Africa, and the popularity of services such as SMS. Factors likely to inuence
Table 3 Cell phone and cell phone banking statistics Count Cell phone ownership No Yes Intentions to use cell phone banking No Uncertain Yes Users of cell phone banking No Yes 14 148 Percent 8.6 91.4

52 46 54

34.0 30.1 35.3

148 9

93.1 5.7

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adoption include relative advantage, trialability, the customer need for banking services from a cell phone, and lower perceptions of risk. Thus, these areas should be the focus of banks and service providers efforts to promote the use of cell phone banking. Bank customers need to be made more aware of what advantages cell phone banking offers over other channels such as banking at a physical branch or at an ATM. There also needs to be opportunities for customers to trial and test cell phone banking, and even see demonstrations of how this service works. This would raise awareness, and give people a greater understanding of the technology. Those who foresee themselves using a wide range of services through cell phone banking are also more likely to adopt it, so services being offered should be widely advertised, with such people being the initial target market. Perceptions of risk, as with many new technologies need to be addressed, and customers educated, as this is a major impediment to cell phone banking adoption. Compatibility, Complexity, Cell phone experience, Facilitating conditions, and Self-efcacy did not show any inuence on cell phone banking adoption. This may be due to the fact that very few have actually used the service, and thus may not be able to unambiguously develop perceptions of whether this technology would be compatible with their lifestyle, whether facilitated support for its use would be necessary, whether they would have the condence to use it, and whether it would be difcult to use (this point noted also by Tan & Teo, 2000 with regards to Internet banking). These may be factors that are relevant only after actual initial usage and experimentation with the technology. 7. Limitations and future research The factors identied as possible inuences on cell phone banking adoption are not exhaustive. Various other factors that could have also been more explicitly examined include awareness, cost, and trust. Elements of these may be represented in the factors examined, but may provide more powerful explanatory power if operationalised as distinct constructs. Given the widespread adoption of cell phones, and the limited uptake of cell phone banking, factors contributing to non-adoption of this technology may also generate some insight. Comparative studies that examine differences in adoption processes between different forms of banking channels, such as between Internet, telephone, and cell phone may also be conducted to better understand why users select certain channels. Indeed such a study could also reveal for what transactions, certain channels are mostly used, or in what contexts. The sample represented the young, educated, and comparatively more afuent sector of South African society, and thus the opinions of many outside of this prole were not represented. Future research should therefore aim at identifying a more representative sample of South Africans from all walks of life. Similarly, the sample was primarily taken from those living in Cape Town, and thus was not geographically representative. Given the exploratory nature of the study, the sample was nevertheless deemed adequate. 8. Conclusion The growth of cell phone usage in South Africa has been phenomenal, with more than 1 in 4 South Africans subscribing to a cell phone service provider (Cellular Online, 2002). This is in

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contrast to the number of Internet users, who represent about 1 in 15 South Africans (Goldstuck, 2002). Cell phones, therefore, offer great opportunities for services such as banking to reach critical mass, as compared to other options such as the Internet or land line telephone. Recognising this factor, the major retail banks all offer cell phone banking services (Manson, 2002). The uptake of cell phone banking, however, has been slow with fewer than 6% of respondents in this study having ever used this application. It was found that factors that would inuence the initial adoption of cell phone banking include its perceived relative advantage, the ability to try and experiment with the innovation rst (trialability), and the diversity of banking needs of a potential user. The perceived sense of risk was a major factor inhibiting adoption. By focusing on these key factors, banks and cell phone service providers may be able to increase the rate of adoption of cell phone banking. Appendix. Extract from questionnaire
Section A: Cell Phone Do you have a cell phone? No Yes What do you use your cell phone for? (Please mark all that apply) To receive calls To make calls SMS Accessing Internet Banking Playing games Calculator Other Is your cell phone WAP-enabled? Yes No Is your cell phone WIG-enabled? Yes No Do you know what WAP is? Yes No Do you know what WIG is? Yes No

Section C: Cell Phone Banking Ever done banking using a cell phone? Yes No Unsure If no, would you ever bank using a cell phone? Yes No Unsure Complexity: Strongly Disagree Cell phone banking would be complex to use. Cell phone banking would require a lot of mental effort. Cell phone banking might be frustrating. Risk:
Unsure

Disagree

Indifferent

Agree

Unsure

Strongly Agree

Unsure

Unsure

Strongly Disagree Cell phone banking is a risky mode of banking to use. I am concerned about the security aspects of cell phone banking. Information concerning my cell phone banking transactions can be tampered with by others. Relative Advantage: Strongly Disagree
Fixed deposit Stop order

Disagree

Indifferent

Agree

Strongly Agree

Do you know what the difference is between WAP and WIG? Yes No Unsure Which do you think is better? WAP-enabled WIG-enabled Section B: Banking Which bank do you currently use? Standard Bank ABSA Permanent Bank NBS

Unsure

Nedbank Sanlam

FNB Other

Disagree

Indifferent

Agree

Strongly Agree

What account do you hold at your bank? (Please mark all that apply) Savings account Current account Cheque account Personal loan Car/house loan Overdraft account Other Bill payment How often do you bank? Daily A few times a month

A few times a week Seldom

Weekly

To what extent do you use the following to do banking? (Please mark all that apply) Daily A few times Weekly A few times Seldom a week a month Bank hall ATM Store/Shop Telephone Internet Cell phone

Never

Cell phone banking is more advantageous than conventional forms of banking. Cell phone banking would allow me to manage my finances more efficiently. Cell phone banking is more effective and convenient than traditional forms of banking. Cell phone banking is quicker to use than traditional forms of banking Which services would you use if you did cell phone banking? (Please mark all that apply) Balance enquiry View mini-statements Pay third party beneficiaries Debit orders Currency conversion Inter-account transfers Other Technology Support (Facilitating Conditions): I would use or be more likely to use cell phone banking if: Strongly Disagree Disagree My cell phone was WAP or WIG enabled. There was substantial support from the service providers. There was substantial support from the banks.

Indifferent

Agree

Strongly Agree

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Compatibility: I would use or be more likely to use cell phone banking if: Strongly Disagree Disagree Cell phone banking increased my status. Using my cell phone to conduct banking transactions fits into my working style. Cell phone banking was compatible with my lifestyle. Trialability: I would use or be more likely to use cell phone banking if: Strongly Disagree Disagree I could test cell phone banking first. I could use it on a trial basis first to see what it can offer. I could see a trial demo first. Self-efficacy: I would use or be more likely to use cell phone banking if: Strongly Disagree Disagree I knew how to bank using a cell phone. I could easily understand the process of cell phone banking. I could learn the process of cell phone banking easily. Section D: Biograp hical Details Age group: Under 18 18-25 26-30 Gender: Male

393

Indifferent

Agree

Strongly Agree

Indifferent

Agree

Strongly Agree

Indifferent

Agree

Strongly Agree

31-35

36-40

41-50

51+

Female

Highest level of education: (Please mark the highest level reached) Some high school Matric (Grade 12) Some tertiary education University/college graduate Masters Doctorate Current employment status: (Please mark all that apply) Employed Part-time Student Retrenched Retired Income bracket (per annum, before tax): R0-R24000 R24001-R38000 R80001-R100000 R100001-R215000

Full-time Student Unemployed

R38001-R55000 R215001+

R55001-R80000

References
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McKnight, D., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334359. News24. (2002). Absa to charge for web banking. News24, http://www.news24.com/News24/Finance/Companies/ 0,4186,24 1175849,00.html, accessed 7 June 2002. Rogers, E. (1983). Diffusion of Innovations. New York: Free Press. SmartTrust. (2002). Mobile banking. SmartTrust, http://www.smarttrust.com/banking/mobilebanking.asp, accessed 30 December 2002. Standard Bank. (2003). WIG overview. Standard Bank, http://www.standardbank.co.za/site/cellphone/WigOverview.html, accessed 13 January 2003. Tan, M., & Teo, T. (2000). Factors inuencing the adoption of Internet banking. Journal of the Association for Information Systems, 1(5), 142. Taylor, S., & Todd, P. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144176. WAP Forum. (2002). WAP 2.0 Technical WAP White Paper. WAP Forum, http://www.wapforum.org, accessed 30 December 2002. Irwin Brown is a Lecturer in Information Systems at the University of Cape Town, South Africa and holds a Master of Information Systems degree from Curtin University of Technology, Australia. His research interests are in the areas of end user technology adoption, strategic information systems planning and systems thinking. For details of his research work visit http://www.commerce.uct.ac.za/informationsystems/Staff/PersonalPages/ibrown/. Zaheeda Cajee graduated with a Bachelor of Business Science degree in Information Systems (Honours) from the University of Cape Town in 2002. She is currently employed as a consultant for SBSA (Standard Bank South Africa). Douglas Bruce Davies graduated with a Bachelor of Business Science degree in Information Systems (Honours) from the University of Cape Town in 2002. He currently works for The IQ Business Group, an international business-consulting group that has ofces in the US, UK, Australia and South Africa. He is gaining experience in business consulting and project management within the banking and nancial industries, as he is based at the largest bank in South Africa, a major client of The IQ Business Group. Shaun Stroebel graduated with a Bachelor of Business Science degree (Distinction) in Information Systems (Honours) from the University of Cape Town in 2002. He is currently working in the position of an analyst for Atos KPMG Consulting, within their PeopleSoft division.