Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM

Oliveira, Tiago; Faria, Miguel; Thomas, Manoj A.; Popovič, Aleš

doi:10.1016/j.ijinfomgt.2014.06.004

Cited by 615 publications

(691 citation statements)

References 68 publications

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“…Fourth, as with most previous research using TPB theory, this study did not incorporate actual usage in our model. This is, however, not a serious limitation, as there is substantial empirical support for the causal link between intention and actual usage in terms of behavior (e.g., Oliveira et al, 2014). Students (61%) heavily represent the study's sample, which poses some limitation in terms of the external validity.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Mobile banking services adoption in Pakistan: are there gender differences?

Glavee-Geo¹,

Shaikh

Karjaluoto

2017

IJBM

125

119

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Abstract:Purpose -This study provides comprehensive insight into the deciding factors affecting an individual's intention to adopt mobile banking (m-banking) services in Pakistan.Design/methodology/approach -A survey approach was used with a sample of 189 responses from across Pakistan. Multi-group analysis was performed in order to detect gender differences among men and women in the process of adopting m-banking.Findings -The paper found support for the positive effect of perceived behavioral control (PBC) and attitudes (ATT) toward m-banking adoption intentions. Significant differences between men and women were found to affect social norms (SN) on adoption intention, even though the combined sample of men and women was insignificant. The effect of SN on mbanking adoption is stronger for women than for men. Interestingly, our paper provides contradictory findings on the role of PBC on adoption intention. The effect of PBC on mbanking adoption intention was found to be significantly stronger for men than for women.Practical implications -The results present implications of consumer behavior and marketing communication for bank marketing. Although men and women do not differ in their ATT towards m-banking service adoption in general, the succinct nuance between men and women in terms of the influence of SN and PBC with adoption intention calls for a strategic reorientation of how men and women as consumers of m-banking services should be appropriately segmented, targeted and communicated to. The formulation of marketing strategies to target potential consumers and to reinforce the usefulness of m-banking to existing consumers should not be 'one size fits all'. The marketing of m-banking services to segments of men and women should be approached strategically in order to increase adoption rates in developing/emerging economies.Originality/value -This is the first study on m-banking services adoption in Pakistan to examine the role of gender in the innovation adoption process. The differences between the two genders and the insightful results that we found in our study help shed light on the uniqueness of the context. This study is also one of the first to test a combined TAM and TPB model in the context of m-banking adoption in a developing country using a variance-based modeling technique.

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Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Mobile banking services adoption in Pakistan: are there gender differences?

Glavee-Geo¹,

Shaikh

Karjaluoto

2017

IJBM

125

119

View full text Add to dashboard Cite

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“…Her findings also suggest that the importance of determinants differs by age groups or segments. Oliveira et al proposed an adoption model of mobile ICT in least developed countries 68 . They extended TAM by adding further determinants including level of education, age, gender, cultural influence, accessibility and reliability; but in contrast to Pagani 70 -age, gender and education were not found to have played any role in mobile commerce adoption.…”

Section: Factors Affecting Mobile Commerce Adoptionmentioning

confidence: 99%

User adoption of mobile commerce in Bangladesh: Integrating perceived risk, perceived cost and personal awareness with TAM

Rahman¹,

Sloan²

2017

ITMR

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This paper develops and tests a model for predicting user adoption of mobile commerce (i.e. e-commerce using mobile phones) in developing countries. The model takes up the Technology Acceptance Model (TAM) determinants of perceived usefulness and perceived ease of use, and extends these through the inclusion of three further determinants: perceived risk, perceived cost and personal awareness to enable prediction of the likelihood of mobile commerce adoption by users in the developing world. 575 usable surveys were gathered from the urban, semiurban and rural areas of Bangladesh. Perceived risk and perceived usefulness were found to be the most influential factors effecting mobile commerce adoption, while the effect of perceived ease of use and personal awareness was found to be low although significant. The study reconfirmed the need of extending TAM model, in the context of mobile commerce, to address both it's transactional and non-transactional components. Service providers need to ensure high levels of security and privacy to reduce user's perceptions of risk. Mobile commerce services and technologies should be upgraded to world standard to make them more useful to users.

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“…TTF is dependent on two factors task characteristics and technology characteristics that leads to the adoption and use of a specific technology. TTF has been used in several studies to understand the users' behaviours about technology acceptance, pre-adoption and post adoption continuation (Afshan & Sharif, 2016b;Oliveira, Faria, Thomas, & Popovi? ?, 2014;Wen et al, 2011;Yuan et al, 2014;Zhou, Lu, & Wang, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%