Thesis (PhD)--Stellenbosch University, 2013. / ENGLISH ABSTRACT: The convergence of the Internet, wireless technologies, and mobile devices has led to the
development of a new paradigm of transacting, namely, mobile commerce. Because
banking activities are easily digitised and automated, banks have seized the mobile
transacting opportunity and have developed cellphone banking applications that allow
more flexibility for bank clients than internet banking in terms of anywhere, anytime
banking. For banks, considering the benefits associated with multi-channel customers, the
ideal situation would be that bank clients using internet banking also adopt and continue to
use cellphone banking in the future. Therefore, to assist marketing managers with the
development of marketing strategies to enhance the concurrent use of internet and
cellphone banking, this study investigates the influence of internet banking cognitive
evaluations on the perceived usefulness and the perceived ease of use of cellphone
banking in the formation of the intention to use and the continuance of use intention of
cellphone banking.
A literature review revealed that two consumer behaviour theories can guide crosschannel
cognitive evaluations between the internet banking and cellphone banking
channel namely, expectation-transfer theory and status quo bias theory. In the context of
this study, expectation-transfer theory can explain cross-channel evaluative synergies from
the internet banking channel to the cellphone banking channel, as well as dissynergies;
whilst status quo bias underpins only evaluative dissynergies. These theories point to
internet banking beliefs that could influence the perceived ease of use and perceived
usefulness of cellphone banking. Based on the literature review, a conceptual model was
developed of the formation of intention to use and the continuance of use intention of
cellphone banking in an internet banking context. To assess the validity of the model empirically, data were collected from 678 users of only
internet banking and 491 users of both internet and cellphone banking. The data collected
in the empirical phase of the study were analysed using the structural equations modelling
(SEM) software program AMOS 20.0.
The results revealed that the perceived convenience and time saving of internet banking
positively influence the perceived usefulness of cellphone banking for the users of both
internet and cellphone banking. On the other hand, only the perceived convenience of
internet banking influenced the cellphone banking usefulness perceptions of the users of
only internet banking. Furthermore, internet banking trust and risk perceptions only influenced the cellphone banking usefulness perceptions of the users of only internet
banking. Expectation-transfer in both cohorts was also confirmed between the ease of use
perceptions of internet banking and the perceived ease of use of cellphone banking. The
results also confirmed that internet banking facilitating conditions negatively influence the
perceived usefulness of cellphone banking (evidence of status quo bias).
The theoretical contribution of the study is apparent at three different levels. Firstly, the
conceptual model of cross-channel cognitive evaluations extends the Technology
Acceptance Model (TAM) with beliefs of a related technology as the determinants of
perceived usefulness and perceived ease of use. Secondly, the study provides more
insights into how cross-channel cognitive evaluations influence the formation of intention to
use and the continuance of use intention of cellphone banking. And lastly, the study
identifies additional sources of expectation-transfer and status-quo bias in the multichannel
marketing context.
The study provides valuable insights into internet – cellphone banking multi-channel
consumer behaviour that should be considered by managers in the development of
cellphone banking marketing strategies. To facilitate the conversion from internet banking
to the concurrent usage of internet and cellphone banking, managers of cellphone banking
services must ensure that the internet banking service is reliable and risk free. Equally
important, cellphone banking must be marketed as a complementary channel to internet
banking. In other words, the usefulness of cellphone banking must be emphasised in
situations when the bank client is not near a computer to do internet banking or when
he/she does not have the time or money to use a computer for internet banking. And lastly,
to enhance the adoption of cellphone banking marketing communications must emphasise
the similarities between internet and cellphone banking so that expectation-transfer
between the two channels can influence behavioural intentions to adopt cellphone banking.
Based on the results of the study, several recommendations can be made to enhance the
continuance of use of cellphone banking. Firstly, marketing communications must remind
the concurrent users of internet and cellphone banking of why they are using cellphone
banking. The most important reason to remind them of is the usefulness of cellphone
banking in situations where there is a lack of internet banking facilitating conditions.
Marketing managers should also take note that cellphone banking users do not draw on
internet banking trust and risk perceptions to form perceptions of the usefulness of cellphone banking. It may be that they only consider trust and risk perceptions directly
related to cellphone banking. This conclusion emphasises the importance of cellphone
banking trust and risk perceptions in cellphone banking continuance of use behaviour.
Finally, the study quantified the influence of internet banking cognitive evaluations on the
formation of intention to use and the continuance of use intention of cellphone banking.
Considering this result, the study provides valuable information for marketing managers of
cellphone services. The methodology employed can also guide future studies exploring
cross-channel evaluations in a multi-channel marketing context. / AFRIKAANSE OPSOMMING: Die sameloop van maklike toegang tot die Internet, die ontwikkeling van draadlose
tegnologieë en die beskikbaarheid van mobiele toestelle het gelei tot ʼn nuwe
transaksieparadigma, naamlik mobiele handel. Aangesien bankaktiwiteite maklik digitiseer
en outomatiseer, het banke die mobiele verrigtingsgeleentheid aangegryp en
selfoonbankaanwendings ontwikkel wat vir bankkliënte meer buigsaamheid as
internetbankdienste inhou wat ‘enige plek, enige tyd’ bankwese betref. Gegewe die
voordele van multikanaal gebruik, is die ideaal vir banke dat kliënte wat
internetbankdienste gebruik, ook selfoonbankdienste aanvaar en in die toekoms bly
gebruik. Met die oog daarop om bemarkingsbestuurders by te staan in die ontwikkeling
van bemarkingstrategieë om die gelyktydige gebruik van internet- en selfoonbankdienste
te bevorder, ondersoek hierdie studie die invloed van kognitiewe evaluerings oor
internetbankwese op die waargenome nuttigheid en waargenome maklike gebruik van
selfoonbankdienste in die vorming van die gebruiksvoorneme en voortgesette
gebruiksvoorneme ten opsigte van selfoonbankdienste.
ʼn Literatuuroorsig het getoon dat twee verbruikersgedragsteorieë kruiskanaal kognitiewe
evaluerings tussen die internetbankkanaal en selfoonbankkanaal kan voorlig, naamlik,
Verwagtingsoordragteorie (“Expectation-transfer Theory”) en Status Quo Vooroordeel
Teorie (“Status Quo Bias Theory”). In die konteks van hierdie studie kan
Verwagtingsoordragteorie kruiskanaalevalueringsinergieë en dissinergieë van die
internetbankkanaal na die selfoonbankkanaal toe verduidelik, terwyl Status Quo
Vooroordeel Teorie slegs evaluerende dissinergieë stut. Hierdie teorieë belig
internetbankoortuigings wat die waargenome nuttigheid en waargenome maklike gebruik
van selfoonbankdienste kan beïnvloed. ʼn Konseptuele model van die vorming van die
gebruiksvoorneme en voortgesette gebruiksvoorneme van selfoonbankdienste in ʼn
internetbankkonteks is op grond van die literatuuroorsig ontwikkel. Met die oog daarop om die geldigheid van die model empiries te bepaal, is data van 678
gebruikers van slegs internet bankdienste en 491 gebruikers van internet sowel as
selfoonbankdienste ingesamel. Die data wat tydens die empiriese fase van die studie
ingesamel is, is met behulp van die strukturele vergelykingsmodelleringsagtewareprogram
(“structural equations modelling” (SEM)) AMOS 20.0 analiseer.
Volgens die resultate het die waargenome gerieflikheid en tydbesparing van
internetbankwese die waargenome nuttigheid van selfoonbankdienste positief beïnvloed by gebruikers van beide internet en selfoonbankdienste. Hierteenoor het slegs die
waargenome gerieflikheid van internetbankdienste die selfoonbankdiensnuttigheidswaarnemings
van gebruikers van slegs internetbankdienste beïnvloed. Verder het
internetbankdiensvertroue en risikowaarnemings slegs die selfoonbankdiensnuttigheid van
die gebruikers van slegs internetbankdienste beïnvloed. Verwagtingsoordrag in beide
kohorte is ook bevestig tussen die maklike gebruik persepsies van internetbankdienste en
die waargenome maklike gebruik van selfoonbankdienste. Die resultate bevestig ook dat
internetbankfasiliteringsomstandighede die waargenome nuttigheid van selfoonbankdienste
negatief beïnvloed (manifestering van status quo vooroordeel).
Die teoretiese bydrae van die studie blyk op drie vlakke. Eerstens brei die konseptuele
model van kruiskanaal kognitiewe evaluerings die Tegnologie Aanvaardingsmodel
(“Technology Acceptance Model” (TAM)) uit ten opsigte van oortuigings oor ʼn verwante
tegnologie as die bepalers van waargenome nuttigheid en waargenome maklike gebruik.
Die studie bied tweedens ook insigte in hoe kruiskanaal kognitiewe evaluerings die
vorming van gebruiksvoorneme en voortgesette gebruiksvoorneme van
selfoonbankdienste beïnvloed. Die studie identifiseer laastens ook addisionele
verwagtingsoordrag- en status quo vooroordeel bronne in die
multikanaalbemarkingskonteks.
Die studie bied waardevolle insig oor internet – selfoonbankmultikanaal-verbruikersgedrag
wat bestuurders in die ontwikkeling van selfoonbank-diensbemarkingstrategieë moet
oorweeg. Om die oorskakeling van internetbankdienste na die gelyktydige gebruik van
internet en selfoonbankdienste te fasiliteer, moet bestuurders van selfoonbankdienste
verseker dat internetbankdienste betroubaar en risikovry is. Wat net so belangrik is, is dat
selfoonbankwese as ʼn komplementêre kanaal tot internet bankwese bemark moet word.
Die nuttigheid van selfoonbankwese moet, met ander woorde, beklemtoon word in situasies waar die kliënt nie naby ʼn rekenaar is vir internetbankgebruik nie of wanneer
hy/sy nie die geld of tyd het om ʼn rekenaar vir internetbankdienste te gebruik nie.
Laastens, om die aanvaarding van selfoonbankwese te versterk, moet
bemarkingskommunikasiemateriaal die ooreenkomste tussen internet en selfoonbankwese
op so ʼn wyse beklemtoon dat verwagtingsoordrag tussen die twee kanale
gedragsvoornemens om selfoonbankdienste te aanvaar, beïnvloed.
Verskeie aanbevelings spruit voort uit die resultate oor hoe die voortgesette gebruik van
selfoonbankdienste verhoog kan word. Eerstens moet bemarkingskommunikasieboodskappe die gelyktydige gebruikers van internet en selfoonbankwese herinner waarom
hulle selfoonbankdienste gebruik. Die belangrikste rede in hierdie verband is die nuttigheid
van selfoonbankwese in situasies waar internetbankfasiliteringsomstandighede afwesig is.
Bemarkingsbestuurders moet ook in ag neem dat selfoonbankgebruikers nie op
internetbankvertroue en risikowaarnemings steun om persepsies oor die nuttigheid van
selfoonbankwese te vorm nie. Hulle oorweeg waarskynlik net vertroue en risikopersepsies
wat direk met selfoonbankdienste verband hou. Hierdie gevolgtrekking beklemtoon die
belangrikheid van vertroue in selfoonbankdienste en riskowaarnemings in voortgesette
selfoonbankgebruikgedrag.
Laastens, die studie kwantifiseer die invloed van kognitiewe evaluering oor
internetbankwese in die vorming van selfoonbankwese gebruiksvoorneme en voortgesette
gebruiksvoorneme. Veral in die lig van hierdie resultaat bied die studie waardevolle
inligting vir selfoonbankdiensbemarkingsbestuurders. Die metodes wat gebruik is, kan ook
verdere studies waarin kruiskanaalevaluerings in ʼn multikanaal-bemarkingskonteks
ondersoek word, rig.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/80290 |
| Date | 03 1900 |
| Creators | Nel, Jacques |
| Contributors | Boshoff, Christo, Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | xxii, 243 p. : ill. |
| Rights | Stellenbosch University |
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