RESISTANCE TO MOBILE BANKING ADOPTION IN EGYPT : A CULTURAL PERSPECTIVE

Abstract

Mobile banking (m-banking) faces various types of resistance that may hinder customers’ adoption in Egypt. This study identifies three groups of m-banking non-adopters, namely postponers, opponents and rejectors. The objective of the study is to explore the reasons for resisting m-banking services in Egypt and whether it differs with regards to these customer groups. Accordingly, a questionnaire was distributed, Chi square tests, Kruskal-Wallis H tests and one-way analysis of variance (ANOVA) test. Frequencies and cross tabulations were used. The results indicate that the three non-adopter groups differ significantly with respect to usage, value, and image barriers. On the other hand, risk and tradition barriers did not show any statistical significance; however, risk barrier received the highest overall mean. Significant relations between usage, risk and image barriers with the gender and level of education were noted. Finally, findings enabled a clear mapping between Hofstede’s cultural dimensions and the study’s results.