Mobile Banking Adoption in Ivory Coast: A Cultural Perspective Impeding its Expansion

Abstract

This research paper aims to analyze cultural factors impacting mobile banking adoption in certain countries. To scrutinize the presumption, we have narrowed our study to a developing country, Ivory Coast, which has been trying to develop mobile banking for the past few years. The high potential of the country in terms of technological innovations to improve people's lives and the slow adoption tendency of mobile banking in general prompted the need to investigate the cultural factors that affect mobile banking adoption. Perceived usefulness, perceived ease of use, e-wallet, cost of use and trust are considered. E-wallet and perceived usefulness are expected to be the most compelling elements revealing the slow track of mobile banking adoption.