An analysis of the factors influencing the adoption of MyZB app in Zimbabwe. A case study of ZB bank (2022-2024).
- Author
- Makanyire, Felex C.
- Title
- An analysis of the factors influencing the adoption of MyZB app in Zimbabwe. A case study of ZB bank (2022-2024).
- Abstract
- This study investigates the factors influencing the adoption of the MyZB mobile banking application in Zimbabwe, focusing on Zimbabwe Bank customers from 2022 to 2024. Using a mixed-methods research design, the study employed surveys, interviews, and focus group discussions to collect data from 230 participants across urban and rural areas. The research was grounded in the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) frameworks to examine socio-economic factors and digital infrastructure’s impact on app adoption and usage. Findings reveal that digital literacy emerged as the strongest predictor of app adoption (β = 0.52, p < 0.01), followed by income level (β = 0.42, p < 0.01). Internet availability was the most critical infrastructure factor influencing app usage (β = 0.46, p < 0.01), with data affordability presenting significant barriers, particularly for low-income users. The study identified pronounced disparities between urban and rural users, with rural populations facing compounded challenges including poor network coverage, limited smartphone accessibility, and higher data costs. The research contributes to mobile banking literature by providing context-specific insights into Zimbabwe’s digital banking landscape. Key recommendations include implementing community-based digital literacy programs, establishing partnerships with telecom providers for subsidized data access, and developing lightweight app versions for low-resource environments. The proposed Integrated Mobile Banking Inclusion Model (IMBIM) offers a comprehensive framework for enhancing financial inclusion through strategic interventions addressing both socio-economic and infrastructural barriers.
- Date
- June 2025
- Publisher
- BUSE
- Keywords
- ZB Bank
- MyZB App
- Supervisor
- NIL
- Item sets
- Department of Marketing
- Media
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Makanyire, Felex C..pdf