A Proposed Model of Determining the Customer's Use of Mobile Banking Services: Towards the Differential Role of Gender

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Ayman Nader Alkhaldi

Abstract

The gender differences of users' is a key factor in segmenting the market and making decisions, thus the influence of such factor should be examined to decision makers to draw m-banking services strategies. Therefore, this study seeks to develop a conceptual model that determines the customer's awareness effect alongside the role of gender differences on their intention to use m-banking services. The model is based on an extended mobile banking model of Unified Theory of Acceptance and Use of Technology. A quantitative method was utilized, in the form of a non-structured survey. A questionnaire was distributed in Saudi Arabia and the responses were analyzed using SPSS and SEM using AMOS. The study provides evidence that user awareness, performance expectancy, and effort expectancy affect users’ intention to use m-banking, but that risk, as well as costs of use, do not affect the use of m-banking. The study also finds that gender factor has failed to play a role in the aforementioned variables.

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