Understanding the use of mobile banking in rural areas of Brazil.

The main purpose of this study is to analyze the adoption of mobile banking by farmers and some of its potential determining factors. Our sample comprises 115 complete questionnaires answered through the paper-and-pencil method. The respondents are farmers who have properties located close to 20 different cities in Brazil, specifically in the state of Minas Gerais. We employed the confirmatory factor analysis to evaluate the constructs and the structural equation modeling to test the study hypotheses. The main results indicate that perceived ease of use, perceived usefulness, and trust are the main constructs related to the use of mobile banking by the farmers who answered the questionnaire. However, the relationship between social influence and the use of mobile banking was negative. This result is opposite to the one usually found in the literature. This research contributes to expand the understanding about the benefits of information technology to the financial routine of farmers, since they operate in a relevant economic sector in Brazil. • The database analyzed in this research comprises questionnaires answered by Brazilian farmers. • The respondents have properties located close to 20 different cities. • The results reinforced the relevance of the construct ease of use to improve the diffusion of mobile banking in rural areas. • Social influence presented a result contrary to the one expected. • The average age of respondents was 52.4 years. [ABSTRACT FROM AUTHOR]