The Role of Perceived Value and Risk in USSD Mobile Banking Adoption
DOI:
https://doi.org/10.33003/fjorae.2024.0102.08Abstract
The adoption of Unstructured Supplementary Service Data (USSD) technology has significantly transformed mobile banking in Nigeria, offering cost-effective and seamless access to financial services. This study i[1]nvestigates the factors influencing the adoption of USSD mobile banking within the Katsina banking sector, using an Extended Technology Acceptance Model (TAM) as the analytical framework. A quantitative survey involving 120 valid responses from bank customers was analyzed using simple regression in SPSS. The findings reveal that perceived usefulness, perceived ease of use, perceived cost, and perceived efficiency are significant determinants of USSD mobile banking adoption. However, perceived risk did not exhibit a significant impact on user acceptance, indicating that customers generally view USSD banking as secure and reliable. The study underscores the importance of expanding USSD services to rural areas, where its low-cost, non-smartphone-dependent functionality can bridge financial inclusion gaps. Recommendations are provided for banks to enhance service delivery and accessibility in underserved regions, leveraging USSD's unique advantages.
*Corresponding author contact: wabans05@yahoo.com. +234-7039213875
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