Adoption of Mobile Banking by Microentrepreneurs at the Bottom of the Pyramid

Leidi Ruano-Arcos; Augusto Rodríguez-Orejuela; Miguel Solís-Molina

doi:10.25100/cdea.v36i67.8744

DOI: https://doi.org/10.25100/cdea.v36i67.8744

Abstract

The use of mobile phones has increased globally, offering developing countries the opportunity to improve financial inclusion through mobile banking. However, mobile banking has been little adopted by microentrepreneurs at the bottom of the pyramid, and studies that explain this phenomenon is incipient. Therefore, this study aims to establish factors that influence mobile banking adoption by microentrepreneurs, from the Theory of Planned Behavior (TPB), extended to the relative advantage and perceived risk. Using a sample of 101 microentrepreneurs at the bottom of the pyramid, our findings confirmed that attitude, subjective norms, behavior control, and relative advantages positively affect the appropriation of mobile banking. Thus, banks and mobile services providers can focus on these critical factors to increase the mobile banking adoption rate.

Authors

Leidi Ruano-Arcos Universidad del Valle https://orcid.org/0000-0003-2352-845X
Augusto Rodríguez-Orejuela Universidad del Valle https://orcid.org/0000-0003-2865-1748
Miguel Solís-Molina Servicio Nacional de Aprendizaje (SENA) https://orcid.org/0000-0001-7048-3376

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Keywords

Mobile banking adoption
Theory of Planned Behavior (TPB)
Microentrepreneurs
Bottom of the pyramid

Author Biographies

Leidi Ruano-Arcos, Universidad del Valle

Adjunct Faculty Member, Faculty of Administration Sciences, Universidad del Valle, Cali, Colombia. Business Administrator, Master’s Degree in Organizational Sciences, Universidad del Valle, Colombia.

Augusto Rodríguez-Orejuela, Universidad del Valle

Head Professor, Faculty of Administration Sciences, Universidad del Valle, Cali, Colombia. Metallurgical Engineer, Universidad Libre, Colombia, Doctor in Business Science, Universidad de Murcia, Spain.

Miguel Solís-Molina, Servicio Nacional de Aprendizaje (SENA)

Professional G10, Servicio Nacional de Aprendizaje (SENA), Cali, Colombia. Industrial Engineer, Pontificia Universidad Javeriana, Doctor in Administration, Universidad del Valle, Colombia.

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