The effect of individual factors on user behaviour and the moderating role of trust: an empirical investigation of consumers’ acceptance of electronic banking in the Kurdistan Region of Iraq

Abstract

The popularity of self-service technologies, particularly in the banking industry, more precisely with electronic banking channel services, has undergone a major change as individuals' lifestyles develop. This change has affected individuals’ decisions about accepting any new Information Technology, and Information Communications Technology services that are electronically mediated, for example, E-Banking channel services. This study investigates the effect of Individual Factors on User Behaviour, and the moderating role of Trust in the relationship between Individual Factors, and User Behaviour based on the Unified Theory of Acceptance and Use of Technology. This research proposes a model, with a second-order components research framework. It improves current explanations of the acceptance of electronic banking channel services. Furthermore, this study highlights the role of trust on the acceptance of electronic banking channel services, which is the most crucial consideration in customers’ decisions to accept electronic banking channels services. Thus, trust is the spine of the system in the Kurdistan Region of Iraq. Data were collected using an online questionnaire that received 476 valid responses from academic staff who work at the University of Sulaimani. The model tested data using the Partial Least Squares-Structural Equation Modelling approach. The results show that Individual Factors have a positive effect on User Behaviour. Besides, results show that trust moderates the relationship between Individual Factors and User Behaviour.

Employees’ Engagement and Customers’ Loyalty for Utilitarian Services: A Moderated Mediation Model

“…Results suggest that trust-based customer engagement fully mediates the association. The findings of this hypothesis are consistent with S-D logic, value co-creation literature, and CE theories that suggest that dyadic engagement between the customer and employee in service encounters leads towards outcomes like customer loyalty (Frow et al, 2014;Hamakhan, 2020;Kumar, 2013).…”

Factors Influencing the Behavioural Intention to Use Cryptocurrency in Emerging Economies During the COVID-19 Pandemic: Based on Technology Acceptance Model 3, Perceived Risk, and Financial Literacy

“…Although many studies have been conducted on cryptocurrencies perspectives and challenges (Bonneau et al, 2015 ), cryptocurrency is a new investment opportunity (Chuen et al, 2017 ), common risk factors in cryptocurrency (Liu et al, 2019 ), destabilising effects of cryptocurrency cyber-criminality (Corbet et al, 2020 ), the effect of individual factors on user behaviour (Hamakhan, 2020 ), advanced applications of block-chain technology (Kim and Deka, 2020 ), a cross-pollination of ideas about distributed ledger technological innovation through a multidisciplinary and multi-sectoral lens: insights from the blockchain technology (Lemieux et al, 2021 ), etc. However, literature review reveals an area that has hardly been explored: factors influencing the investors' behavioural intention to adopt or use cryptocurrency in emerging economies.…”

“…Systematic Literature Review (SLR) in February 2020 anticipated that a growing number of studies on the use of cryptocurrency will be published in the near future (Lone and Naaz, 2021 ). Many studies have been conducted on cryptocurrencies perspectives and have been challenging cryptocurrency as a new investment opportunity (Bonneau et al, 2015 ; Chuen et al, 2017 ; Liu et al, 2019 ; Corbet et al, 2020 ; Hamakhan, 2020 ; Kim and Deka, 2020 ). However, there is still one capacity that has not been given acceptable consideration: factors affecting the use of cryptocurrency, especially in the context of Pakistan.…”

The relationship between CRM and customer loyalty: the moderating role of customer trust

“…In the milieu of financial services, risks and uncertainties are inherently embedded and as a result, gaining trust from the subscribers is unavoidable (Zhou et al, 2018). Despite its importance in non-financial organisations, instil trust is more decisive for financial organisations (Hamakhan, 2020). On the one hand, customer loyalty is one of the most anticipated consequences of active CRM programs, as CRM efforts build stronger relationships between two parties (Padmavathy et al, 2012).…”

“…In the banking context, customer trust has become a critical aspect that is directly related to and influences customer loyalty (Fauzi and Suryani, 2019). In the financial sector, trust has played a moderating role in the link between satisfaction and continuance intention (Zhou et al, 2018), individual factors and user behaviour (Hamakhan, 2020). Considering the preceding arguments in the existing literature, we have incorporated customer trust as a moderating variable with the hope that increasing customer trust can strengthen the relationship between CRM components and customer loyalty in the banking sector.…”