Digitalisation through mobile commerce: the impact of demographic and behavioural intention factors on mobile commerce usage activities

Bhullar, Arshan; Gill, Pushpinder Singh

doi:10.1504/ijbcrm.2018.095288

Cited by 2 publications

(1 citation statement)

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“…Perceived usefulness is adopted from MTAM, the theory which proposes that individuals are willing to accept new technology if they determine it to be useful in facilitating the result in gaining a positive outcome (Pipitwanicharkarn & Wongtada, 2019), by creating value for customers (Bhullar & Gill, 2018). In this sense, the higher the PU, the higher the behavioural intention of the users to give the product, service or technology a try (Chan et al, 2022).…”

Section: Perceived Usefulnessmentioning

confidence: 99%

Invasiveness, privacy concerns and mobile banking services technology adoption by millennials: Emerging economy perspective

Mgiba,

Shukla

2024

South African Journal of Business Management

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Purpose: This study was conceptualised to investigate the relationships of invasiveness, privacy concerns, perceived usefulness and the adoption of mobile marketing technology by millennial banking customers in an emerging market economy.Design/methodology/approach: This was a quantitative study that targeted millennial banking service customers from an emerging market environment. The non-probability sampling approach was used, and the data were collected via a survey questionnaire. For data analysis, SPSS and SmartPLS Structural equation modeling were used.Findings/results: The results confirmed a direct relationship between privacy, invasiveness and usefulness perception. It also confirmed a direct relationship between perceived usefulness and the intention to accept mobile-marketed banking services. In addition, the results also showed that in addition to the direct impact of perceived usefulness on intention to adopt mobile marketing usage for banking services, it acts as a mediator variable.Practical implications: Academics can pursue a qualitative study to unpack the reasons for sensitivity around banking technology in emerging markets. The study should lead to better understanding of both the investigated market and others like it. Organisations will gain valuable insight for informed investment in such markets.Originality/value: The article is the first empirical investigation into the adoption of mobile-marketed banking services by millennials in a developing economy context. The study adds a valuable component to academic debates by using two independent theories to gain a holistic view of the performance of advanced technology in banking business. The study adds to the literature by also proving the mediation role of perceived technology usefulness in banking.

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Section: Perceived Usefulnessmentioning

confidence: 99%