INFLUENCE OF ATTITUDE ON MOBILE BANKING ADOPTION:. THE CASE OF DASHEN AND UNITED BANKS IN ADDIS ABABA

      Аннотация: The aim of this study was to assess the influence of attitude on mobile banking adoption in Ethiopia: the case of Dashen and United banks in Addis Ababa. In so doing, factors influencing attitude toward mobile banking and the influence of attitude and its corresponding strength on intention to adopt mobile banking were assessed. To develop the models used for analysis, inputs from TAM, ToT, trust and the concept of attitude strength was used. The results of the analysis indicate that the factors that influence attitude toward mobile banking are perceived usefulness, perceived ease of use and trust. Similarly, attitude toward success, attitude toward process/learning and attitude strength significantly influence intention to adopt mobile banking while attitude toward failure had an insignificant influence on intention. Based on the findings, the researcher forwarded recommendations to enhance mobile banking adoption. These are improving reliability, awareness creation, emphasize on making mobile banking easier and trustworthy, and creating a situation which necessitates the need to use mobile banking.

Ключевые слова: Factors influencing attitude and intention, perceived usefulness, perceived ease of use, trust, Attitude toward success, Attitude toward failure, Attitude toward process/learning, Attitude strength, Technology Acceptance Model (TAM), Theory of Trying (ToT)