Mobile banking rollout in emerging markets: evidence from Brazil

Abstract

Purpose: The aim of this paper is to investigate the perceived obstacles to the adoption of mobile banking services among Brazilian internet users and search for patterns according to socio‐demographics variables. Design/methodology/approach: Data were collected through an online survey involving the internet banking customers of a major Brazilian bank. A total of 3,585 usable cases were collected from customers who do not use any kind of mobile devices (cell phones, PDAs or Smartphones) to access electronic banking services. The main reasons for rejecting the service were explored using multidimensional scaling, while chi‐square tests were used to assess differences between socio‐demographic variables. Findings: The results indicate that the majority of respondents do not use any kind of mobile banking service. Perception of cost, risk, low perceived relative advantage and complexity were revealed to be the main reasons behind the reluctance to use the service. The influence of other background factors is less evident. Practical implications: The research has practical implications, as it suggests guidance strategies and presents directions for service enhancement as a key to overcoming the perceived obstacles to m‐banking adoption. Originality/value: This is the first empirical research exploring mobile banking resistance factors in Brazil.