Telematics and Informatics 34 (2017) 490505

Contents lists available at ScienceDirect

Telematics and Informatics

journal homepage: www.elsevier.com/locate/tele

The effects of cultural dimension on ICT innovation: Empirical

analysis of mobile phone services
Felix Olu Bankole a,, Omolola Ola Bankole b,c
a
School of Computing, University of South Africa, South Africa
b
Management College of South Africa, Cape Town, South Africa
c
Computer Science, University of the Western Cape, South Africa

a r t i c l e i n f o a b s t r a c t

Article history: ICT Innovation is one of the major forces for socioeconomic development. It is the key ele-
Received 8 February 2016 ment to spur growth of the economy of a nation. Several studies have shown that culture is
Received in revised form 22 June 2016 a crucial determinant of innovations. This study examines the effect of socio-cultural fac-
Accepted 8 August 2016
tors on ICT innovation with specific focus on the mobile banking services. Research was
Available online 11 August 2016
conducted on 220 respondents from sampled population in South Africa. The questionnaire
used in this study was developed based on previous studies that have proven validity. The
Keywords:
findings indicate that culture is an appropriate concept to describe how innovation in
Innovation
Mobile phone services
information and communication technology can be influenced by human behavior.
Mobile banking 2016 Elsevier Ltd. All rights reserved.
Information systems
Data analytics
Culture
South Africa
Worldwide

1. Introduction

The past few decades have witnessed dramatic advances in Information and Communication Technology (ICT) diffusion
and innovation. Investments and innovation in ICT has been substantial Worldwide, with significant effects on telecommu-
nication infrastructure (Houben and Kakes, 2002; Bankole et al., 2015). ICT innovation can be viewed as a process that
involved two major phases- the initiation and implementation phases. The initiation phase require the generation of new
and useful ideas which would be adopted and exploited at the implementation phase.
The effectiveness and efficiency in ICT innovation and deployment are influenced by organizational and national cultures
(Schiller and Cui, 2010). Culture could be characterized as the collective programming of the mind that differentiate the
members in one group or category of people from another (Eseonu and Egbue, 2014). It is an acquired knowledge that helps
to generate and make sense of social behavior and decision style (Martinsons and Davison, 2007).
Cultural factors have been shown to be important in ICT usage behavior (Straub et al., 1997; Leidner and Kayworth, 2006),
there also have been theoretical propositions that suggests that the beliefs and values shared among group of people have
influence on people behavior towards ICT implementation and change (England, 1975). The relative effects from the combi-
nation of cultural values in a specific country are expected to affect ICT adoption in a distinct way to the particular culture
(Veiga et al., 2001).

Corresponding author.
E-mail address: Olu.bankole@gmail.com (F.O. Bankole).

http://dx.doi.org/10.1016/j.tele.2016.08.004
0736-5853/ 2016 Elsevier Ltd. All rights reserved.
 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 491

Several scholars have also affirmed that the acceptance of ICT innovation is culturally inclined (Bankole et al., 2011b) and
to date, socio-cultural factors have not been prominent in the study of information and communication technology innova-
tion initiation, acceptance and adoption particularly in developing countries such as Africa (Leidner and Kayworth, 2006).
While prior research on the effect of culture on ICT innovation and diffusion are more focused on developed countries. To
address these shortcomings, the current study evaluates whether or not the socio-cultural dimension has an effect on ICT
innovation and adoption. The specific focus is on mobile banking.
Although, Bankole et al. (2012) conducted a multiple data-analytic analysis of regression splines to determine the predic-
tors and order of importance of factors that impact cell phone banking adoption in South Africa. However, the model of the
study did not consider culture as a determinant in innovation adoption.
In the same vein, Bankole et al. (2011b) in their study investigates the factors that influence the acceptance of mobile
banking in Nigeria from a cultural perspective using regression analysis. Several studies have shown that the adoption of
technology does not follow a single universal pattern, the cultural differences that existed in a particular country have effect
on behavior in the use and adoption of technology (Straub et al., 1997), and the differences in national information infras-
tructure, mobile telecommunication infrastructure, types of services on offer, marketing strategies and the behavior of con-
sumers would have a great impact on technology acceptance in such country (Harris et al., 2005). Therefore, as a result of
differences in cultural landscape among countries and with the widespread of ICT innovation such as mobile banking appli-
cations in Africa, the present study investigates the effect of socio-cultural factors on mobile banking in South Africa. This
study is an attempts to understand how national culture influence ICT innovation adoption. The current study has con-
tributed to the body of knowledge in several ways. This includes:

 The study has employed theory replication as a means of strengthening validated theory (Palvia, 2006, 2013; Olbrich
et al., 2015) to show the effect of culture on innovation.
 The study employed structural equation model with partial least square to produce robust and more accurate prediction
(Hoe, 2008).

The paper is organized as follows: Section 2 introduces the overview on mobile banking in South Africa. Section 3 pro-
vides a view on national culture using Hostefede perspective. Section 4 presents the explanation of constructs. In Section 5,
the conceptual model is presented. Section 6 is the research methodology and findings are discussed in Section 7 and Sec-
tion 8 draws the conclusion.

2. Mobile banking in South Africa

South Africa has one of the largest markets for mobile information and communication services in Africa (UNCTAD, 2007).
The rapid growth in development of mobile devices has placed South African banking institution in a strategic position to
leverage the growth into innovative and value-added services (Global Trend, 2007). Mobile banking is one of the innovative
services that have enabled the South African customers to bank virtually at any convenient time and place (Laukkanen and
Lauronen, 2005). It is the provision of banking and related financial services such as saving, fund transfer and mobile pay-
ments, stock market transaction, among others, on mobile devices (Tiwari and Buse, 2007, p. 64; Lee and Chung, 2009). The
mobile banking activity is highest in Africa with South Africa as one of the leading players after, is Nigeria (Business Tech,
2014).
In Africa, Kenya has the status of being the worlds mobile money pace-setter due to M-Pesa (a type of mobile banking
that encompasses mobile money wallet application which allows customers to store and send money anywhere and any-
time) (Mimbi et al., 2011). While M-Pesa is an application that provides banking services majorly to the unbanked popula-
tion, mobile banking services in South Africa provides banking services to the banked, unbanked and under banked
population. Statistics of global mobile banking activity reveal that South African has about 78% of mobile banking activity
more than the global average of 66% (Business Tech, 2014). The growth in mobile banking activities and infrastructure acces-
sibility has led to the development of several mobile applications in the country.
Currently, South Africa is the hub of creative mobile device (e.g., banking/ payment) innovations with their success attrib-
uted to the applications made for customers from varied economic backgrounds (CNBC Africa, 2014).

3. National culture

Culture is a shared occurrence that accounts for the behavior and underlying actions and reasoning exhibited by a group
of people (Merchant, 2007). Traditions, rules, behavioural traits and actions observed by a group of people can show how
they perceive or interpret the world (Merchant, 2007). Studies have shown that culture has an impact in the use and adop-
tion of Information and Communication Technology (ICT) (Bagchi et al., 2003; Wei et al., 2008; Griffith and Rubera, 2014). In
literature, culture has been classified in two distinctive forms: national (Hall, 1976; Hofstede, 1980; Hofstede et al., 1990),
and organizational (Schein, 1985; Trompenaars and Hampden-Turner, 1998; Hofstede et al., 1990).
Hofstede has for many years been regarded as the doyen of cultural research (Brewer and Venaik, 2011). The strength of
Hofstede model lies in the fact that it provides scholars and practitioners with a highly valuable insight into the dynamics of
492 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505

cross cultural relationships in organization and countries. Hofstedes work on national culture is the most widely cited in
literature (Hofstede, 1997, 1980, 2001) particularly in Information systems research (Straub et al., 1997). This cultural model
has provided much needed insights into the structure of national culture. This model has been applied in this research
because of its theoretical and practical implications in ICT service management (Jones and Alony, 2007). The national culture
of Hofstede is operationalized along four dimensions as follows:

 Power distance is the measure of inequality among people. This implies that a societys measure of inequality might be
approved by both leaders and followers (Wei et al., 2008).
 Uncertainty avoidance is the measure to which people in society avoid uncertainty and ambiguity in situations (Hofstede,
1980; Bagchi et al., 2003).
 Individualism is the measure to which people in a culture prefer to act as individuals rather than collective members of a
group.
 Masculinity is a cultural dimension that measures the extent to which people of such a culture exhibit values such as
assertiveness, material success, affluence, achievement, performance and competition while qualities such as quality of
life, maintaining human relationships, service, care for the weak and solidarity are associated with feminism.

4. Explanation and definition of the constructs

Several ICT adoption models such as Unified Theory of Acceptance and Use of Technology (UTAUT) were developed for
Computer systems and applications or telecommunication technology systems. The purpose of designing ICT artifacts is
based on the model of the user behavior towards such technology (Min et al., 2008). Several studies have found to have
an indirect impact on the acceptance of information technology (Veiga et al., 2001). Srite and Karahanna (2006) and Min
et al. (2008) stated that adoption of information technologies is culturally inclined. Therefore the dimensions of culture have
been included as the construct in the model. The UTAUT model was revised to accommodate the following constructs.
Trust and Privacy: Trust is a set of beliefs held by a users as to certain characteristics of the technology and, as well as the
possible behavior of the provider of such technology in the future (Coulter and Coulter, 2002). There are two dimensions of
user trust in technology innovation acceptance namely: perceived honesty and benevolence. Perceived honesty (or credibil-
ity) indicates the certainty the user has in the business sincerity and the fact that it keeps its promises (Gundlach and
Murphy, 1993). Benevolence is related to the users belief that the technology innovation initiator is interested in his welfare,
that it does not plan to show opportunist behavior (Sinisalo et al., 2007), and that it is motivated by the pursuit for joint
benefit (Doney and Cannon, 1997). Privacy is defined as individuals ability to control the terms by which his personal infor-
mation is acquired and used (Guinalu, 2006). New technology such as mobile phone services has privacy effect such as dis-
tribution or non-authorized use of personal information. The vast growing of innovation in mobile technology and
complexity in its information processing has made privacy an important issue. Therefore, Trust is a significant factor which
determines the usage of mobile technology. It plays a role in providing expected outcomes (Gefen et al., 2003; Li and Yeh,
2010). User trust and privacy also involves security, trust is required to guarantee that users have confidence in mobile appli-
cation services (Amin, 2008; Gu et al., 2009; Li and Yeh, 2010).
Convenience and Cost: The cost of technology is relevant in its usage and adoption. This is most significant when the tech-
nology is for use by individuals. A mobile phone is a personal device in which the cost of its maintenance is an important
factor for its usage (Min et al., 2008; Donner and Camillo, 2008). Cost is defined as the extent to which a person believes that
using mobile phone services would incur a certain amount of fee. These amount may include the transactional bank charges
(SMS or data) and mobile device cost, charges such as subscription and service fees for accessing mobile services (e.g., bank-
ing, promotional offers, shopping) have a significant influence on user acceptance.
Convenience could be described as how certain activities are made easier. (e.g., mobility), having access in real time to
information and communications. Convenience could also be described with regards to service offerings as follows: decision
convenience, access convenience, transaction convenience, benefits convenience and post-benefit convenience. These reflect
stages of consumers activities related to buying or using a service as consumers perceived time and effort costs relates to
each type of service convenience affect the consumers overall convenience evaluations (Okazaki, 2006).
User Satisfaction: User satisfaction is an essential factor for determining usage behavior (Delone and McLean, 2003). It is
the users attitude towards IS quality and the convenience or/and enjoyment users obtain from using a technology (Min et al.,
2008). User satisfaction construct measures how well a product or a service supplied meets customer or users expectation. It
is a collective outcome of perception, evaluation and psychological reactions to the consumption experience with a product/
service. User satisfaction have been frequently used in IS research most especially in system /technology quality research
studies (DeLone and McLean, 2003).
Social Factors: Social factors are the degree to which a user feels others believes a technology should be used. Social fac-
tors could be defined as the perceived external pressure that individuals feel in the process of being informed about an inno-
vation and decision to use such innovation, and the degree in which an individual perceives that others believe he or she
should use the new technology (Ajzen and Fishbein, 1980). People tend to adjust their beliefs according to the group they
are involved. Individuals are also influenced by the majority. For example, when a large portion of an individuals referent
social group holds a particular attitude, it is likely that the individual will adopt it as well (Ajzen and Fishbein, 1980). For
 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 493

example, the societal influences from friends or family, which may affect the decision to adoption a technology (Philip and
Shipp, 2001; Venkatesh et al., 2003; Agarwal et al., 2009).
Social factors have been found to be significant in influencing intentions to adopt a technology (Teo and Pok, 2003). In the
adoption of technologies, individuals show ability to be influenced in their decision in using a technology (Srite and
Karahanna, 2006). There are three types of constructs that described social factors in technology innovation namely: subjec-
tive norm, visibility and image (Yan and Choi, 2001). Subjective norm could be explained as the individuals perception of a
referent others opinion about the individuals performance of the behavior. It is a multiplication of individuals normative
beliefs and motivation to conform (Ajzen and Fishbein, 1980). Image is the degree to which adoption/usage of the innovation
is perceived to enhance ones image or status in ones social system. (Moore and Benbasat, 1991), while visibility is the
degree to which the innovation is visible in the organization, which means the more a potential adopter can see an innova-
tion; the more likely he is to adopt it (Moore and Benbasat, 1991). Therefore these three constructs are manifestation of
social influence factors in technology innovation adoption and has been identified as characteristics that addresses innova-
tion (Yan and Choi, 2001).
Effort expectancy is the effortlessness or the simplified steps of usage of a technology (Agarwal et al., 2009). Effort expec-
tancy evolved from ease of use, complexity and perceived ease of use constructs. It is the degree of ease linked with the use of
a technology (Wu et al., 2008). Effort expectancy can be defined as the degree of ease associated with the use of system. It is
the extent of convenience perceived for using system and which explains how much people feel comfortable and find it easy
to adopt and employ the system for their job (Park et al., 2007).
Utility Expectancy (Usefulness): Utility expectancy is derived from performance expectancy which is perceived useful-
ness in other technology adoption models. Utility expectancy is the extent to which users believe the use of a technology
will provide satisfaction and improved quality of life (Min et al., 2008). Specifically, it measure the degree of how much peo-
ple perceive a system, such as mobile technology, and how useful in achieving their goals in terms of job performance. Utility
expectance has been considered as powerful tool for explaining the intention to use the system regardless of the types of
environments, be it mandatory or voluntarily.
Individualism: Individualism is defined as the measure to which people are socially integrated (Hofstede, 1980; Bagchi
et al., 2003; Wei et al., 2008). Individualism depicts a society where there are no strong ties between individuals (Wei
et al., 2008). On the individualist side we find cultures in which the ties between individuals are loose: everyone is expected
to look after him/herself and his/her immediate family.
Power Distance: Power distance is the measure to which less powerful individuals of a group or institution believe that
power is not distributed equally. Power distance measures how the less powerful members of a group interpret inequality in
a society (Wei et al., 2008; Hofstede, 1980). Simply put, power distance is the extent to which the less powerful members of
organizations and institutions (e.g., family) accept and expect that power is distributed unequally. This representation of
inequality (more versus less), are defined from below, not from above, which suggests that a societys level of inequality
is endorsed by the followers as much as by the leaders. Power and inequality are fundamental facts of any society as all soci-
eties are unequal, but some are more unequal than others (Hofstede, 1980).
Uncertainty Avoidance: Uncertainty avoidance is defined as the measure to which a society attempts to avoid uncertainty
and ambiguity in situations (Hofstede, 1980; Bagchi et al., 2003). It is the extent to which people in a culture feel threatened
by uncertain events or unknown circumstances (Harris et al., 2005). Uncertainty Avoidance is different from risk avoidance
as the latter deals with a societys tolerance for ambiguity. It indicates to what extent a culture programs its members to feel
either uncomfortable or comfortable in unstructured situations. Unstructured circumstances are often novel, unknown, sur-
prising, and different from usual. Uncertainty avoiding cultures minimizes the possibility of such circumstances by strict
behavioural codes, laws, rules and processes, disapproval of deviant opinions, and a belief in absolute truth.
Masculinity and Femininity: Masculinity and femininity is defined as the measure to which people of such a culture exhi-
bit qualities such as assertiveness, material success, affluence, achievement, performance and competition which are asso-
ciated with men, and maintaining human relationships, service, care for the weak and solidarity which are associated with
the role of women (Hofstede, 2001; Bagchi et al., 2003; Wei et al., 2008). Masculinity and Femininity as a national dimension
of culture reveals the distribution of values. For example, womens values differ less among societies than mens values and
mens values from one country to another contain a dimension from very assertive and competitive and greatly different
from womens values which are modest and caring. The assertive pole is referred to as masculine while the modest caring
pole is feminine. This characteristic exhibits gap between mens values and womens values in a society (Hofstede, 1980). For
example, a higher score on masculinity means that participants prefer men to have power and expect men to be effective
leaders in organizations. Therefore, masculinity and femininity cultural dimension refers to the expected gender roles in
leadership expectation.

5. Conceptual framework

The call for replication of theory in different context in Information Systems research as a means of strengthening vali-
dated theory has been recently encouraged (Palvia, 2006, 2013; Olbrich et al., 2015). Therefore, the research model utilized
in this article was adapted from Bankole et al., 2011b (see Fig. 1). To demonstrate the effect of socio-cultural factors on
mobile banking services in South Africa.
494 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505

Fig. 1. Research model (Adapted from Bankole et al. (2011b)).

The concepts in this framework were drawn from Zhou et al. (2010), Min et al. (2008), Srite and Karahanna (2006),
Carlsson et al. (2006), Veiga et al. (2001), Gu et al. (2009), Luo et al. (2010), Cardozo (1965), Cody-Allen and Kishore
(2006), as shown in Table 1 to demonstrate the effect of culture and user adoption on trust and privacy, convenience and
cost, user satisfaction, social factors, utility expectancy and effort expectancy.

5.1. Hypotheses development

The objective of this current study is to investigate the effect of socio-cultural dimension on mobile banking services in
South Africa. Moderating constructs such as culture have been found to have direct or indirect impact on the level of signif-
icance of variables in ICT innovation adoption models of user behavior (Straub et al., 1997; Srite and Karahanna, 2006; Veiga

Table 1
Constructs association.

Causal link Source

Trust positively influences behavioural intention to use mobile banking
services
Trust positively influences user satisfaction derived from m-banking
Trust positively influences utility expectancy of m-banking
Effort expectancy positively influences utility expectancy of m-banking
Effort expectancy positively influences behavioural intention to use
m-banking
User Satisfaction positively influences effort expectancy towards banking
services
User satisfaction positively influences Utility expectancy
Utility expectancy positively influences behavioural intention to use
m-banking
User satisfaction positively influences behavioural intention to use
m-banking
Social factors positively influence behavioural intention to use m-banking
Cost positively influence the intention to use mobile banking services
Behavioural intention has a positive and direct effect on usage of mobile
services
Min et al. (2008), Cody-Allen and Kishore (2006)
Gu et al. (2009), Luo et al. (2010), Bankole et al. (2011b, 2012)
Luo et al. (2010)
Zhou et al. (2010)
Carlsson et al. (2006), Srite and Karahanna (2006), Zhou et al. (2010)
Min et al. (2008), Bankole et al. (2011b), Aziz (2015), Kaewkitiping et al.
(2016)
Cardozo (1965), Bankole et al. (2011b), Min et al. (2008)
Laukkanen and Lauronen (2005)
Bhattacherjee (2001), Seo et al. (2008)
Zhou et al. (2010)
Min et al. (2008)
Carlsson et al. (2006), Cody-Allen and Kishore (2006)
 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 495

et al., 2001). This study considers the indirect impact of the dimension of culture on user acceptance of m-banking services.
The study by Carlsson et al. (2006) that showed that the use and acceptance of mobile banking services is based on individual
was also considered.
Consequently, the associations for this study are provided in Table 1 as follows:
A null hypothesis H0 is returned when there is no significant association between the factors in the stated hypotheses.
Otherwise, the hypotheses remain valid. The hypotheses are stated as follows:

 Banking is a personal or individual activity (Veiga et al., 2001), and individualism in technology depicts situation where
users are entitled to their personal device without strong ties between individuals (Wei et al., 2008). Since, a mobile bank-
ing activity is performed on a technology platform by individuals, at anywhere and anytime and has to take place in pri-
vacy. Thus, we hypothesize that:

H1a. Individualism influences utility expectancy (perceived usefulness) of mobile banking usage.

 Mobile banking is perceived as well as designed to be used by a person or one individual, as it can be observed that the
interface of a mobile phone does not allow for simultaneous use by two or more individuals (Veiga et al., 2001). Hence,
mobile banking can be perceived as ease to use by those who enjoy the individualistic nature of the use of banking on a
personal device such as a mobile phone. An individual with individualistic cultural inclination will perceive mobile bank-
ing to be easier to use than an individual with a collectivist cultural inclination. Thus, we hypothesize

H1b. Individualism is positively associated to effort expectancy (perceived ease of use) of mobile banking.

 In high uncertainty avoidance cultural inclinations, trust is highly importance when adopting a new technology especially
mobile banking (Grabner-Kruter and Kalusha, 2003). The social influence exerted by important persons will be impor-
tant in determining technology use in cultures seeking to avoid uncertainty than in cultures comfortable with uncer-
tainty. Essentially, dealing with uncertainty and ambiguity, individuals in strong uncertainty avoidance cultures are
very concerned by the establishment and respect of rules. Therefore, making use of mobile banking services can bring
about a sense of insecurity, anxiety of use of mobile banking, and other safety issues on the part of the user. In order
to offset this notion, more confidence in the use of mobile banking services will have to be portrayed and communicated
to people with high uncertainty avoidance. Thus, we hypothesize that:

H2a. Uncertainty avoidance is positively associated with trust in mobile banking.

 Cultures with high uncertainty avoidance behaviours are organized, and have reduced ambiguity and anxiety in use of a
new technology. Therefore, individuals in weak uncertainty avoidance cultures would trust more on their proper compe-
tence to evaluate a situation appreciate and value the new technology (Hassan and Ditsa, 1999 cited by Veiga et al., 2001).
Mobile banking provides an organized and convenient platform to perform banking anywhere anytime. This automati-
cally reduces the anxiety and uncertainty about the banking services in high uncertainty avoidance cultures. Thus, we
hypothesize:

H2b. Uncertainty avoidance is positively associated with utility expectancy of mobile banking.

 Cultures with high uncertainty avoidance are organized and consider the social influence. This culture would prefer to
adopt technologies that are highly structured, unambiguous functions and features that present their social values
(Hofstede, 2001; Veiga et al., 2001). Mobile banking services are structured and organized into precise and unambiguous
platforms and menus with some level of social attributes Therefore those with high uncertainty avoidance behaviours
would often adopt and make use of mobile banking. Therefore we hypothesize:

H2c. Uncertainty is positively associated with effort expectancy of mobile banking.

 Cultures with high masculinity behaviours portray attributes such as assertiveness in technology innovation adoption.
Mobile banking services adoption in such a culture conforming to a certain level of high masculinity culture (Srite and
Karahanna, 2006; Wei et al., 2008). Therefore, we hypothesize:

H3a. Masculinity is positively associated with utility expectancy of mobile banking

 Cultures with high masculinity behaviours portray attributes such as the desire to achieve or acquire. However, in fem-
inine cultures individuals are expected to pay more attention to the opinions of the others in behaving since they are
more people-oriented than in masculine cultures where the most important thing is the goal achievement. With technol-
ogy such as mobile banking, people that exhibit high masculinity will always be of the opinion that mobile banking ser-
vices are easy to acquire and use (Bagchi et al., 2003; Srite and Karahanna, 2006). Thus we hypothesis:
496 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505

H3b. Masculinity is positively associated with effort expectancy of mobile banking.

 User satisfaction is said to increase when using a technology if the user perceive the technology is useful and can be seen
in form of it being a utility (Min et al., 2008; Bankole et al., 2011b). User satisfaction determines users perception, eval-
uation and reaction to technology. User satisfaction could act as a determinant for the use of mobile banking. Thus, we
hypothesize:

H4a. User satisfaction positively influences utility expectancy of mobile banking services.

 When the users are pleased with the technology product/services, there is higher level of satisfaction. The higher the user
satisfaction, in the adoption, use and acceptance of such technology, the more the user adopt the continuous use of such
innovation/service which significantly leads to perceived ease of use of such technology (Min et al., 2008; Bankole et al.,
2011b). Therefore, we hypothesize is:

H4b. User satisfaction positively influences effort expectancy of mobile banking services.

 In a situation where users discovered that a certain technology such mobile banking services is easy to use and does not
require lots of effort to adopt, there is often high expectation that such technology would be useful for other general
transactions {e.g., fund transfer, stock purchases etc.} (Zhou et al., 2010). Therefore we hypothesize:

H5a. Effort expectancy positively influences utility expectancy of mobile banking services.

 Effort expectancy affects the user behavior towards technology adoption (Carlsson et al., 2006; Zhou et al., 2010). For
example, mobile banking enables users to make various transactions on mobile device thereby reducing the effort that
would have been committed to banking activities for other tasks. Therefore we hypothesize:

H5b. Effort expectancy positively influences behavioural intention to use mobile banking services.

 Trust and privacy has a significant association to the adoption of mobile technology (Min et al., 2008; Chiyangwa and
Alexander, 2016). Since, trust relies on users belief as to certain characteristics of the technology and, as well as the pos-
sible behavior of such technology in the future. Therefore, when there is trust in mobile banking services provided, there
occurs an increase in likelihood of sustained adoption. We thus, hypothesize:

H6. Trust and privacy positively influence behavioural intention to use mobile banking services.

 The satisfaction derived from technology would increase the user perception of such technology. For instance, the use of
mobile banking will increase when a user perceives that mobile banking provides fast, convenient, anytime and anywhere
transactions (Carlsson et al., 2006; Zhou et al., 2010). This would enhance users behavior towards mobile banking. There-
fore, we hypothesize:

H7. Utility expectancy positively influences behavioural intention to use mobile banking services.

 Social factors can cause a reaction and influence a users intention to adopt mobile banking. The opinions of other indi-
viduals such as friends, relatives associated with a user can affect a users intention to use mobile banking services
(Carlsson et al., 2006; Zhou et al., 2010). For example, social capital relates to associations and valuable resources that
are created due to the relationships, this social involvement transmits to possible by-products from the interaction with
people of similar interests and goals. Such as sharing of information, advising and consequently lead to increased feelings
of identity, loyalty and sense of belonging. We argue that the increased social capital or factors from social involvement
may affect user adoption of mobile phone services such as banking.

Therefore we hypothesize:

H8. Social factors positively influence behavioural intention to use mobile banking services.

 In high power distance cultures, lower members of that society tend to have more positive response to a new technology or
service such as mobile banking when introduced by the higher members of that society (Veiga et al., 2001). For instance,
since individuals are not supposed to disagree with their superiors in high power distance, their reliance upon the opinions
of superiors will be marked when assessing the technology than for individuals from low power distance cultures (Hofstede,
1997). Conversely, in low power distance cultures individuals are more interdependent whatever their ranks in the hierar-
chy; therefore, they will be more favourable to technology, which doesnt contradict their perception of power distribution.

We therefore hypothesize that:

 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 497

H9. Power distance positively influences behavioural intention to use mobile banking services.

 Convenience and cost affect the adoption of mobile applications. When the costs are low, it will promote more usage of
the mobile banking service (Min et al., 2008). This means, when an individual considers that using mobile phone for ser-
vices such as SMS, data, shopping and other services is convenient and cost effective. He/she would acceptance the
service.

Therefore we hypothesize:

H10. Convenience and cost positively influence use of mobile banking services.

 Behavioral intention (BI) is significantly related to the users behavior towards the usage of technology (Carlsson et al.,
2006). BI is a persons perceived likelihood or subjective probability that he or she will engage in a given behavior. BI
is the most proximate predictor of behavior, and behavior is ultimately the variable that most technology innovations/
interventions aim to influence. BI has been found to have high predictive validity in relation to behavior in technology
acceptance, especially mobile banking (Bankole et al., 2011b). This indicates that respondents in general accurately rate
their intention to perform the behavior in question. Therefore we hypothesize:

H11. Behavioural intention positively influences user behavior of mobile banking services.

6. Research methodology

The need for generalization in quantitative research has been long emphasised by scholars (Delice, 2010). For generaliz-
ability and replication, identification of sample size of the study is essential. The intention is to apply the relationship
obtained among variables in the sample to the general population. That is why the selection of a sample representative
of the population is important. Quantitative research paradigm emphasizes the importance of generalizability and reliability
(Henn et al., 2006). The reliability of research is associated to its repeatability (Delice, 2010).

6.1. Research sample technique

The predominant steps that should be followed for good sampling selection are highlighted as follows (Hughes, 1990):(i)
explanation of the study population (e.g., students or workers) (ii) listing the members of the population (e.g., male or
female), (iii) identification of sampling type, (iv) determining the sample size, (v) selecting the sample, and (vi) testing
the representation power of the sample (e.g., validity and reliability).
One of the most important factors that indicate the quality of a research study is its suitability of replication in different
context (McNeil and Chapman, 2005). And one crucial condition for repeatability or replication is the selection of a similar
sample (Henn et al., 2006), and this is only possible when detailed sample selection are followed.
Mouton (2006), describe two types of sampling techniques: probability and non-probability sampling. In probability sam-
pling, each unit of the sample population has the same possibility of being selected. However, in non-probability sampling,
there is the possibility of that each unit of the sampled population, will not have same chance of being selected. In non-
probability sampling, samples are chosen through the expertise and judgment of the researcher (Mouton, 2006). This
research adopted a non-probability purposive judgmental sampling type as it was not ideal to sample the entire South Afri-
can population so as to save cost, time and to provide a stratification of the data for replication.
This research takes on a positivistic approach as similar studies in this research area have. A deductive approach was used
to explore mobile banking in South Africa by testing the hypotheses. Deductive approach is appropriate for this study
because the research follows a conscious direction from a general law to a specific case whereby it involves the testing of
existing theories to draw logical conclusions (Chong Ho, 1994; Kovacs and Spens, 2005).

6.2. Data collection and research sample

Questionnaires were gathered from 220 participants consisting of students and workers from varied fields in South Africa.
The questionnaires were sent to targeted groups by post and e-mail to respondents. The questionnaires were validated
through a pilot study. A sample of participants representative of the actual research population with mobile banking service
experience were asked to complete the questionnaire to ensure its the credibility (see Appendix A (Table 3) for the question-
naire). The distribution of the sample demography profile is presented in Table 2.

6.3. Reliability and construct validity of the survey questions

The reliability and construct validity were analyzed to determine the consistency and regularity of the survey questions
for the representation of the power of the sample size. The Cronbach alpha test was used to test the reliability. The variables
498 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505

Table 2
Demographic profile.

Frequency Percent
Gender
Male 132 60.0
Female 88 40.0
Age
Under 20 2 1.0
2125 106 48.0
2630 49 22.0
3135 33 15.0
3640 15 7.0
4145 8 4.0
4650 3 1.0
5155 2 1.0
5660 2 1.5
61+ 0 0.0
Marital status
Single 150 68.0
Married 55 25.0
Other 11 5.0
Divorced 3 1.5
Widowed 1 0.5
Monthly net income
<R5000 93 42.0
R5001R10000 39 18.0
R10001R15000 27 12.0
R15001R20000 29 13.0
R20001R25000 20 9.0
R25001R30000 7 3.5
R30001R35000 4 2.0
R35001R40000 1 0.5
PR40001 0 0.0
Occupation
Student 123 56.0
Employed 97 44.0

were larger than 0.7 which indicated good reliability. Indicator loadings and cross loading (factor analysis) were used to
determine convergent validity. The results shows that the P values associated with the loadings be <0.05, and loadings be
= or >0.5 (Hair et al., 1987; Kock, 2010). All of the constructs showed a clean loading. The internal consistency of the con-
structs was confirmed to be satisfactory as the majority of the items showed high loadings of more than 0.70. The test items
of each construct as loaded together on single factors are presented in Appendix B (Table 4).

6.4. Structural Equation Model (SEM)

The predominant positivist approach for performing scientific research relies on developing sound theoretical frame-
works which entails rigorous testing and confirmation of theories. One often adopted technique is Structural Equation
Modeling (SEM). SEMs are multi-equation regression models (Fox, 2002) that extends beyond linear modelling such as
ANOVA and multiple regression. SEMs incorporate multiple independent and dependent variables, as well as theoretical
latent constructs that the observed variables might represent (Hoe, 2008). Therefore, the process of mapping theoretical con-
structs into empirical phenomena without ambiguity in SEM analysis is referred to as Auxiliary Theory (AT) (Urbach and
Ahlemann, 2010).
Auxiliary measurement theory is used to determine the latent constructs that cannot be measured directly but are essen-
tial in a measurement model of SEM (Freeze and Raschke, 2007). AT consists of two types of measurement theories: the
reflective and formative measures constructs. The reflective and formative constructs are used as surrogate to measure dif-
ferent aspects of this unobservable variable.
A reflective construct is a common latent factor with reflective indicators where its underlying latent structure is reflected
by changes in its indicators (Freeze and Raschke, 2007). In SEM analysis, the directional relationship between indicators and
the construct are important to ascertain adequate model specification (Chin, 1998). Therefore, the indicators representing
the reflective construct in a reflective model are supposed to be correlated. This degree of correlation among the indicators
allows for interchangeable arrangements (i.e., they are the effects of the latent variables), as they are influenced by latent
variables (Urbach and Ahlemann, 2010; Freeze and Raschke, 2007). This means, dropping an indicator does not affect the
conceptual meaning of a reflective construct because the reflective indicators measure similar fundamental phenomena
 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 499

(e.g. constructs). Overall, all reflective indicators correlate positively in a structural model. The measurement models that
validate indicators and their latent variables in structural models are referred to as reflective models (Freeze and
Raschke, 2007).
The formative indicators cause or form the formative constructs. Formative indicators reflect the conditions of the con-
structs. The construct is derived from the measurement of formative indicators and is often called a combination or compos-
ite variable (Urbach and Ahlemann, 2010). Correlation between the combination indicators is not expected due to the
direction of causality in formative models (e.g. there might be no direct causal relationship between the construct and
the indicators or the indicators may be inversely related to each other). Consequently, removing an indicator should not
be considered once it has been verified as part of the construct.
The reflective and formative constructs in the model were determined to prevent misspecification in the construct devel-
opment. The implications of measurement model misspecification can result in drawing inadequate theoretical conclusions
that affect the structural model analysis. Therefore, the structural equation with partial least square was computed with data
using Warp PLS (Version 4.0) and the model fit was evaluated. The recommended P values for both the average path coef-
ficient (APC) and average R-squared (ARS) are lower than 0.05, while average variance inflation factor (AVIF) be lower than 5
(Kock, 2010). The data shows that the P values for APC < 0.001, ARS < 0.001 and AVIF < 5. The results of PLS analysis are pre-
sented in the Fig. 2.

Fig. 2. Structural equation model.

500 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505

6.5. PLS findings

From PLS results in Fig. 2 above, the hypotheses are returned as significant at p < 0.05 and highly significant at p < 0.01 if
there is an influence of one construct on another, otherwise, the null hypothesis (H0) is returned. There was support for the
hypotheses formulated as follows:

Supported Hypotheses

 H1a: Individualism influences utility expectancy of mobile banking usage. Individualism (IDV) was found to have a cor-
relation coefficient of 0.12, with utility expectancy (UE) at p < 0.05. This supports the relationship that was hypothe-
sized between these two factors.
 H2a: Uncertainty Avoidance positively influences trust and privacy of mobile banking usage. Uncertainty avoidance (UA)
shows a positive relationship with Trust and Privacy (TP) at 0.23 at p < 0.001.
 H2b: Uncertainty Avoidance positively influences utility expectancy of mobile banking usage. Uncertainty Avoidance (UA)
shows a positive relationship with Utility Expectancy (UE) at 0.10 at p < 0.05.
 H2c: Uncertainty Avoidance positively influences effort expectancy of mobile banking usage. Uncertainty avoidance (UA)
shows a positive relationship with Effort Expectancy (EE) at 0.21 at p < 0.001.
 H3a: Masculinity/Femininity positively associates with utility expectancy of mobile banking services. Masculinity/Femi-
ninity (M/F) shows a statistical significance with Utility expectancy (UE) at 0.15, p < 0.01.
 H4a: User satisfaction positively influences utility expectancy of mobile banking services. User Satisfaction (US) shows a
positive significance with Utility Expectancy (UE) at 0.32, p < 0.001.
 H4b: User satisfaction positively influences effort expectancy of mobile phone banking services. User Satisfaction (US)
shows a positive significance with Effort Expectancy (EE) at 0.18, p < 0.001.
 H5a: Effort expectancy positively influences utility expectancy of mobile banking. Effort expectancy (EE) shows a positive
significance with Utility Expectancy (UE) at 0.23, p < 0.001.
 H5b: Effort expectancy positively influences behavioural intention to use mobile banking. Effort expectancy (EE) shows a
positive significance with behavioural intention (BI) at 0.22, p < 0.001.
 H6: Trust and privacy positively influence behavioural intention to use mobile banking services. Trust and privacy (TP) has
a positive significant relationship with behavioural intention (BI) at 0.16, p < 0.01.
 H7: Utility expectancy positively influences behavioural intention to use mobile banking services. Utility Expectancy (UE)
has a positive significant relationship with Behavioural Intention (BI) at 0.15, p < 0.01.
 H8: Social factors positively influence behavioural intention to use mobile banking services. Social Factors (SF) has a pos-
itive significant relationship with Behavioural Intention (BI) at 0.23, p < 0.001.
 H9: Power distance positively influences behavioural intention to use of mobile banking services. Power Distance (PD) has
a negative significant relationship with behavioural Intention (BI) at 0.13 p < 0.05.
 H11: Behavioural intention positively influences user behavior of mobile banking services. Behavioural intention (BI) has a
positive significant relationship with user behavior at 0.30.

Rejected Hypotheses

 H1b: Individualism is positively related to effort expectancy (perceived ease of use) of mobile banking.
 H3b: High masculinity is positively associated with effort expectancy (perceived ease of use) of mobile banking user
behavior (UB) at 0.30, p < 0.001.
 H10: Convenience and cost positively influence use of mobile banking services

7. Discussion

This study gives explanation to user adoption of technology from cultural perspective. It explains user adoption of mobile
banking using a model from the previous study. Most of the cultural factors hypotheses in the model were supported. The
analysis in this present study have shown that most of the differences in cultures are being captured by findings to the extent
to which technology innovation have relationship with respect to the four dimensions. For example, ICT innovations depends
on the spread of information and in a culture with less or negative power distance as hypothesized in
H9: Power distance positively influences behavioural intention to use of mobile banking services. The results of the
hypothesis show that Power Distance (PD) has a negative significant relationship with Behavioural Intention (BI) at 0.13
p < 0.05. This means communication across functional boundaries is more common thereby enabling creative ideas and
thoughts that could lead to unusual combinations in innovation in mobile services. Also bureaucracy reduces creative activ-
ity whereby tight control and detailed instructions on adoption from mobile provider or banks makes consumer passive
H3b: High masculinity is positively associated with effort expectancy (perceived ease of use) of mobile banking user
behavior (UB) at 0.30, p < 0.001. This hypothesis could mean that masculinity does not have effect on ICT innovations such
as economic creativity. This is confirmed in Kaasa and Vadi (2008) study that there existed a negative relationship between
masculinity and innovation initiation.
 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 501

Hypothesis such as H10: Convenience and cost positively influence use of mobile banking services is not supported.
This means the cost of ICT and innovation in ICT is not considered as impediment to adoption while Hypothesis H1b:
Individualism is positively related to effort expectancy of mobile banking is also not supported. This infers that innovation
in ICT require collective efforts for easier and faster implementation.

8. Conclusion

This research presents information on the effects of socio-cultural factors on ICT innovation such as mobile banking.
These results have demonstrated that ICT innovation requires socio-cultural conditions for adoption, initiation and imple-
mentation. The demand for mobile services would continue to explode across the world, with mobile wireless networks
expanding their capacities (Clarke, 2014). These findings buttress the advantage of this openness towards new technology
with regards to varied socio-cultural factors of different countries. The present study has shown that there are dissimilarities
in ICT innovation, initiation, adoption and implementation in different countries. The evidence from the hypotheses and
other previous studies have affirmed that culture affects innovation in ICT as it forms the patterns of dealing with novelty,
individual initiatives, collective actions and as well as understanding the behavior, risk and opportunities in the technology
adoption.
This current study examines the relationships between socio-cultural factors and ICT innovation adoption with focus on
mobile banking in South Africa. The results have shown differences in the levels of behavior and adoption towards innovative
activities. The conclusion drawn from this study is that culture is important to the study of IS/IT management with regards to
ICT innovation and uptake.
This study makes several contributions. Firstly, the study responds to the call for participation in international research
that provides opinions on understanding IS issues in the world context with respects to their unique socio-cultural landscape
(Palvia, 2006). Theoretically, the research derives and test propositions from the quantitative data and demonstrates the use-
fulness of theory replication and strengthening as a valid approach to conduct research in Information Systems (Olbrich
et al., 2015).
Nevertheless, the implications of the study for IS researchers {e.g., ICT skills development coordinator/director} (Bankole
et al., 2011a, 2013; Mimbi et al., 2011), ICT practitioner, ICT designer {e.g., software development project managers and engi-
neers}, business leaders, IS executives and policy makers (Bankole et al., 2013), is that a cognizance of the socio-cultural
impact of technology across countries should be emphasized when formulating procedures and policies for ICT innovations
or building ICT artefacts.

Appendix A. Technology acceptance information (please select as appropriate)

Table 3
Technology acceptance information.

1 = Strongly agree; 2 = Agree; 3 = Somewhat agree; 4 = Not applicable; 5 = Somewhat disagree; 6 = Disagree; 7 = Strongly 1 2 3 4 5 6 7
disagree
1 [US1] Mobile banking services are reliable and easy to use 1 2 3 4 5 6 7
2 [US2] I derive pleasure from using mobile banking services because I can use it anytime and anywhere 1 2 3 4 5 6 7
3 [US3] I like using mobile banking because it provides me with accurate and timely information on my account 1 2 3 4 5 6 7
4 [US4] I am content with using mobile banking services 1 2 3 4 5 6 7
5 [TP1] I believe my mobile service provider adheres to a set of rules which protects my bank details 1 2 3 4 5 6 7
6 [TP2] I believe my mobile service provider is competent and trustworthy 1 2 3 4 5 6 7
7 [TP3] I believe my personal and bank information are well protected by my mobile service provider 1 2 3 4 5 6 7
8 [TP4] I believe privacy is assured with my mobile service provider 1 2 3 4 5 6 7
9 [TP5] I trust my banks security features 1 2 3 4 5 6 7
10 [UE1] I find using mobile banking services at my leisure useful in my everyday life 1 2 3 4 5 6 7
11 [UE2] I find using mobile banking to be very flexible and comfortable to use 1 2 3 4 5 6 7
12 [UE3] Mobile banking helps me in attaining personal satisfaction 1 2 3 4 5 6 7
13 [UE4] I derive utmost enjoyment in using mobile banking services 1 2 3 4 5 6 7
14 [EE1] I have a clear understanding of mobile banking services 1 2 3 4 5 6 7
15 [EE2] It is easy for me to develop the skill I need to use mobile banking services 1 2 3 4 5 6 7
16 [EE3] I find mobile banking easy to use 1 2 3 4 5 6 7
17 [EE4] Learning to operate mobile devices for banking services is easy for me 1 2 3 4 5 6 7
18 [SF1] People who influence my behavior think that I should use mobile banking 1 2 3 4 5 6 7
19 [SF2] People who are important to me think that I should use mobile banking 1 2 3 4 5 6 7
20 [SF3] My bank provides mobile banking applications 1 2 3 4 5 6 7
21 [SF4] My bank has been very supportive of mobile banking 1 2 3 4 5 6 7
22 [SF5] My bank encourages me to use mobile banking services 1 2 3 4 5 6 7
23 [CC1] I consider mobile banking services to be expensive 1 2 3 4 5 6 7

(continued on next page)

502 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505

Table 3 (continued)

1 = Strongly agree; 2 = Agree; 3 = Somewhat agree; 4 = Not applicable; 5 = Somewhat disagree; 6 = Disagree; 7 = Strongly 1 2 3 4 5 6 7
disagree
24 [CC2] I am willing to pay more for my mobile banking services 1 2 3 4 5 6 7
25 [CC3] I find mobile banking very convenient to use 1 2 3 4 5 6 7
26 [CC4] Performing banking activities with the aid of a mobile device is extremely uncomfortable 1 2 3 4 5 6 7
27 [BI1] I intend to use mobile banking in the next 7 days 1 2 3 4 5 6 7
28 [BI2] I predict I will use mobile banking in the next 7 days 1 2 3 4 5 6 7
29 [BI3] I plan to use mobile banking in the next 7 days 1 2 3 4 5 6 7
30 [BI4] I intend to keep using mobile banking in the next 25 years 1 2 3 4 5 6 7
31 [IDV1] Using mobile banking services is a personal decision 1 2 3 4 5 6 7
32 [IDV2] I use mobile banking services because other people expect me to use it 1 2 3 4 5 6 7
33 [IDV3] The opinion of my family or friends have an impact on my intention to use mobile banking 1 2 3 4 5 6 7
34 [IDV4] The collective opinions of others would strongly influence my intention to use mobile banking 1 2 3 4 5 6 7
35 [PD1] I like being dependent on others 1 2 3 4 5 6 7
36 [PD2] I value the use of more innovative mobile banking services 1 2 3 4 5 6 7
37 [PD3] I normally agree to the expectations or suggestions of others who are seen as important or influential (e.g. my 1 2 3 4 5 6 7
boss/employer)
38 [PD4] There is a strong association from social influences (e.g. family, friends, boss or employer) and my intention to 1 2 3 4 5 6 7
use mobile banking
39 [UA1] I use mobile banking less often than I need to 1 2 3 4 5 6 7
40 [UA2] I use some mobile banking services more than others 1 2 3 4 5 6 7
41 [UA3] I feel comfortable when I try to use mobile banking services, I find it clear and simple to use. 1 2 3 4 5 6 7
42 [UA4] I am conversant/familiar/up-to-date with the use of mobile banking or other IT services 1 2 3 4 5 6 7
43 [M/F1] I like to show a firm statement about my character and individuality 1 2 3 4 5 6 7
44 [M/F2] Mobile banking services are highly efficient and will improve my quality of life 1 2 3 4 5 6 7
45 [M/F3] I place a great value on services and the functions that can be achieved through using mobile banking 1 2 3 4 5 6 7
46 [M/F4] I place a great value on the improved quality of life, personal relationship and other personal gains that can 1 2 3 4 5 6 7
be achieved from using mobile banking services
47 [UB1] I use mobile banking to manage my account 1 2 3 4 5 6 7
48 [UB2] I use mobile banking in my everyday life 1 2 3 4 5 6 7
49 [UB3] I use some of the mobile banking services because I have need for them 1 2 3 4 5 6 7
50 [UB4] I strongly recommend others to use mobile banking 1 2 3 4 5 6 7

Is there any other information on your use of mobile banking services you may like to add?

Appendix B. Factor analysis loading 16 (Varimax Normalized) of South Africa Data Set, Factor Loading 712 (Varimax
Normalized) of South Africa Data Set

Table 4
Principal component analysis.

Factor loadings (Varimax normalized) (South Africa_Data.sta) Extraction: Principal components (Marked loadings are >0.500000)
Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6
US1 0.776 0.042 0.014 0.133 0.083 0.067
US2 0.545 0.061 0.086 0.083 0.089 0.087
US3 0.830 0.016 0.091 0.010 0.033 0.005
US4 0.689 0.074 0.099 0.167 0.101 0.115
PD1 0.045 0.848 0.174 0.047 0.036 0.114
PD2 0.029 0.889 0.053 0.040 0.065 0.065
PD3 0.027 0.875 0.122 0.072 0.145 0.011
PD4 0.058 0.871 0.078 0.003 0.104 0.034
IDV1 0.003 0.121 0.836 0.032 0.054 0.085
IDV2 0.083 0.045 0.799 0.113 0.007 0.097
IDV3 0.038 0.119 0.801 0.031 0.096 0.038
IDV4 0.045 0.158 0.814 0.001 0.074 0.060
CC1 0.075 0.003 0.002 0.789 0.078 0.047
CC2 0.001 0.030 0.025 0.742 0.025 0.049
UA1 0.022 0.126 0.066 0.008 0.703 0.062
UA2 0.082 0.079 0.046 0.030 0.807 0.124
UA3 0.022 0.122 0.027 0.187 0.805 0.093
UA4 0.108 0.036 0.089 0.162 0.754 0.041
SF1 0.068 0.044 0.001 0.149 0.000 0.714
SF2 0.030 0.031 0.082 0.001 0.062 0.775
SF3 0.081 0.094 0.074 0.032 0.006 0.681
SF4 0.048 0.079 0.043 0.050 0.165 0.748
 F.O. Bankole, O.O. Bankole / Telematics and Informatics 34 (2017) 490505 503

Table 4 (continued)

Factor loadings (Varimax normalized) (South Africa_Data.sta) Extraction: Principal components (Marked loadings are >0.500000)
Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6
SF5 0.015 0.032 0.101 0.007 0.037 0.768
Expl.Var 2.578 3.325 2.927 2.372 2.60 2.002
Prp.Totl 0.056 0.072 0.063 0.051 0.056 0.043
Factor 7 Factor 8 Factor 9 Factor 10 Factor 11 Factor 12
M/F1 0.619 0.042 0.086 0.125 0.067 0.069
M/F2 0.666 0.065 0.097 0.001 0.087 0.016
M/F3 0.767 0.083 0.050 0.041 0.179 0.026
M/F4 0.531 0.094 0.172 0.195 0.175 0.095
BI1 0.119 0.817 0.092 0.151 0.010 0.043
BI2 0.053 0.828 0.074 0.020 0.160 0.009
BI3 0.203 0.794 0.021 0.007 0.136 0.119
TP1 0.024 0.036 0.694 0.172 0.134 0.133
TP2 0.132 0.012 0.627 0.209 0.138 0.088
TP3 0.110 0.045 0.669 0.127 0.010 0.021
TP4 0.014 0.082 0.786 0.087 0.094 0.000
UE1 0.133 0.227 0.105 0.511 0.160 0.055
UE2 0.215 0.135 0.035 0.705 0.129 0.163
UE3 0.004 0.012 0.209 0.772 0.118 0.062
UE4 0.002 0.015 0.050 0.522 0.464 0.243
EE1 0.138 0.353 0.174 0.029 0.561 0.098
EE3 0.148 0.193 0.202 0.072 0.676 0.081
EE4 0.026 0.014 0.049 0.103 0.707 0.041
UB1 0.252 0.073 0.106 0.178 0.033 0.620
UB2 0.225 0.203 0.064 0.078 0.090 0.767
UB3 0.079 0.134 0.113 0.083 0.075 0.779
Expl.Var 2.186 2.507 2.281 2.289 1.936 1.607
Prp.Totl 0.047 0.054 0.049 0.049 0.042 0.034

The bold value signifies the loading factors.

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