MODELLING CONSUMERS’ WILLINGNESS TO USE CARD-LESS BANKING SERVICES: AN INTEGRATION OF TAM AND TPB

Abstract

This research seeks to fill the gap in online marketing literature by incorporating the theory of planned behaviour and technology acceptance model by examining the link between variables as well as exploring factors influencing non-users’ willingness to use card-less banking services in South Africa. To validate the integrated conceptual framework, primary data were collected from 573 randomly selected banking consumers. A Structural Equation Modelling (SEM) technique was used to analyse data relating to hypothesised relationships in the model. The paper revealed that all the framework variables influence consumer willingness to use card-less banking services. The research paper describes both scholarly and managerial implications of the outcomes and suggestions for future directions for study.