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Globally the adoption of cellphone banking is proceeding more slowly than anticipated. To address this managerial dilemma, the aim of this paper is to investigate the moderating effect of gender on low-income non-users’ attitude formation towards Wireless Internet Gateway (WIG) cellphone banking. An understanding of whether and to what extent gender moderates the formation of attitude can assist marketing managers in developing more effective marketing strategies to enhance adoption. The originality of the research is that it investigates gender differences in WIG-cellphone banking adoption behaviour of low-income non-users of this type of cellphone banking application. Literature on technology adoption, self-efficacy, facilitating conditions, risk and cost is reviewed to provide theoretical support for inclusion of the constructs in the conceptual model and to develop gender difference hypotheses. To assess the moderating effect of gender, a multi-group analysis with SmartPLS is conducted. The results of the multi-group analysis indicate that for males the influences of Usefulness on Attitude, Facilitating conditions on Self-efficacy and Ease of use, and Cost on Usefulness are stronger than for females and significantly different. On the other hand, the influences of Ease of use on Attitude, Self-efficacy on Ease of use and Facilitating conditions on Perceived usefulness are stronger for females than males and significantly different. These results may also be useful to marketing managers of other text-based mobile self-services. Furthermore, more confirmation for the determinants of Usefulness and Ease of use in a private usage and mobile service context is presented.

Gender differences in low-income non-users’ attitude towards Wireless Internet Gateway cellphone banking