Does Behavioral Decision Theory Influence the Adoption of Mobile Banking among Customers? Experience from Tanzania

Abstract

Though the benefits of mobile adoption in banking institutions are extensively recognized, there is a low pace of its adoption among customers. The establishment of behavioral factors that can motivate banking customers to adopt mobile banking has been a concern. Provided that no single framework can fit all sizes, this study builds on past research to invest in behavioral factors among customers toward MB adoption. Through a cross-sectional survey design, 325 questionnaires were distributed among university students in Tanzania to assess customer behavior that can motivate MB adoption. Using structural equation modeling (AMOS 21), the study found that when customers possess judgmental heuristic knowledge that allows them to understand how risks associated with the adoption of MB can be resolved, they are motivated to adopt the innovation. The study recommends the importance of providing knowledge to their customers through various mechanisms and the benefits associated with mobile banking adoption.