Modeling the Customer’s Adaptive Behavior towards Accepting the Technological Change in E-Banking Services: The Moderation Role of Service Accessibility

Abstract

This study aimed to investigate the moderation role of technology accessibility (ACC) in the relationship between Performance expectancy (PE), Effort expectancy (EE), Social influence (SI), and Facilitating conditions (FC)as a predictor variables and behavioral intention (BI) to adapt with the technological change on the e-banking services.
 A sample of 545 users of e-banking services collected randomly from Sohag, Qina, Luxor, and Aswan cities in Egypt. The authors relied on (Goularte and Zilber 2019; Lichtenstein and Williamson 2006; Paim, Delafrooz, and Taleghani 2014) to measure the study variables. 
 The study findings referred to a significant relationsp between the customer’s adaptive behavior dimensions and accepting the technological change. Only the facilitating conditions –as one of these dimentions- have no effect on the adapting behavior. The findings ,also, supported the  moderating role of ACC in affecting the model interpretation for the customers' BI.
 This study aimed to integrate ACC as one of 4A’s e-banking with the UTAUT on users of e-banking services. The results of the study may help guide the banking mangers in Egypt for improving the level of e-services quality and the readiness to adopt the technological changes of their customers.