Influence of attitude on mobile banking acceptance and factors determining attitude of end-users in Ethiopia

Purpose In this paper, the authors explore the reasons for reluctance to use mobile banking with the help of the technology acceptance model (TAM) and modifications proposed by the literature that is particularly adequate for developing countries and mobile banking: the theory of trying (TT) and the concept of attitude strengths. Design/methodology/approach This study intends to shed more light on the acceptance of mobile banking in Ethiopia from the banking industry's perspective. To this end, the authors identify models used in the literature for explaining acceptance and fit them to a sample of Ethiopian bank customers. The authors' sample of 394 mobile banking subscribers does not include non-banked individuals, because the authors' main intention is to help banks understanding why banks' platforms are not used as desired. Findings The authors' findings suggest that attitude is the most significant factor determining acceptance, a multi-dimensional approach to attitude is more recommendable to understanding how mobile banking users shape users' attitude and combining TAM and TT is impactful and better explains the factors influencing attitude. Research limitations/implications The authors' analysis suggests focusing on improving the attitude of users toward mobile banking since users' attitude is the integral component for acceptance decisions. In doing so, banks shall concentrate on making mobile banking services/platforms easy to use than promoting the usefulness of mobile banking, because the perception of ease of use has a more significant influence on attitude than usefulness. Originality/value Practical application of the authors' findings may guide future marketing decisions while individuals can elucidate where individuals stand on mobile banking.