Resistance to Mobile Banking Adoption in Egypt: A Cultural Perspective

Mobile banking (m-banking) faces various types of resistance that may hinder customers’ adoption inEgypt. This study identifies three groups of m-banking non-adopters, namely postponers, opponents andrejectors. The objective of the study is to explore the reasons for resisting m-banking services in Egypt andwhether it differs with regards to these customer groups. Accordingly, a questionnaire was distributed, Chisquare tests, Kruskal-Wallis H tests and one-way analysis of variance (ANOVA) test. Frequencies andcross tabulations were used. The results indicate that the three non-adopter groups differ significantly withrespect to usage, value, and image barriers. On the other hand, risk and tradition barriers did not showany statistical significance; however, risk barrier received the highest overall mean. Significant relationsbetween usage, risk and image barriers with the gender and level of education were noted. Finally, findingsenabled a clear mapping between Hofstede’s cultural dimensions and the study’s results.