Abstract:
Background: The proliferation of electronic banking has revolutionised the delivery of
financial services across the globe. E-banking services offer substantial benefits, such as
reduced costs to transact, convenience and flexibility. Despite the considerable penetration
of e-banking in South Africa, it remains unclear whether customers are willing to continue
using these services, particularly given the safety concerns, because of the high incidence of
cybercrime.
Objectives: Owing to the paucity of research on customers’ attitude towards continued usage
intentions of e-banking services, the aim of this study is to investigate the formation of attitude
towards e-banking continued usage intentions among rural banking customers.
Method: The study was underpinned by a positivist paradigm, and a descriptive design
was employed. Primary data were collected by means of self-administered questionnaires,
which yielded 139 valid responses. Regression analysis was utilised during the analysis for
hypothesis testing.
Results: The results revealed that e-banking attitude is mainly driven by perceived ease of use
and perceived usefulness. Furthermore, the results showed that e-banking attitude strongly
predicts continued usage intentions.
Conclusion: The empirical evidence presented in this study adds value to the existing research
on e-banking, particularly in the context of rural banking customers, an area which is largely
under-researched in South Africa.
