The intentions of Lebanese consumers to adopt mobile banking
Abstract
Purpose
The purpose of this paper is to identify the factors that differentiate customers with high intentions to adopt mobile banking from others. This study examined the effect of perceived usefulness, ease of use, perceived credibility, trust, normative pressure, self-efficacy, compatibility, and trialability. It also included demographics as control variables.
Design/methodology/approach
The data were collected using the snowball approach. The respondents filled in a structured questionnaire in February 2014 in Beirut, Lebanon. In total, 800 responses were received, 776 of which were completed and analysed.
Findings
This study showed that perceived compatibility, trialability, perceived usefulness, ease of use, perceived credibility, and trust positively and significantly discriminate high-mobile banking adopters from low adopters. This study also found that perceived self-efficacy separates customers through their willingness to adopt mobile banking.
Originality/value
Although a handful of studies examined the adoption of mobile banking, the factors differentiating customers with high-adoption intentions from other customers have not been extensively addressed in the literature. In an attempt to at least partially address these factors, this study attempts to identify those that lead to high-adoption intentions in Lebanon.
Keywords
Citation
Koksal, M.H. (2016), "The intentions of Lebanese consumers to adopt mobile banking", International Journal of Bank Marketing, Vol. 34 No. 3, pp. 327-346. https://doi.org/10.1108/IJBM-03-2015-0025
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited