Abstract
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Rehab-Allah Fouad El-Badrawy
Resistance to Mobile banking adoption in Egypt: A Cultural Perspective
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. |