The Role of Trialability, Awareness, Perceived Ease of Use, and Perceived Usefulness in determining the Perceived Value of Using Mobile Banking in Yemen (original) (raw)
Mobile Banking, as a banking services delivery channel, has provided a significant competitive advantage for banks and financial institutions by extending their clients base while retaining existing. As perceived value is a subjective concept in banking services, and it varies from one client to another. Very little attention has been given in the literature to exactly what constitutes the value of using Mobile Banking services. The purpose of this study is to test the critical antecedents that impact the perceived value of using Mobile Banking services via using an extended model of the technology acceptance model (TAM). The evaluation of this model was done through a questionnaire survey that collected data from four hundred and eighty-two valid responses from individuals who are non-users of Mobile Banking services. Structural Equation Modelling (SEM) via AMOS software was utilised to determine the relative importance levels of associations and interactions between the factors tested. The research achieved a goodness of fit of model to data, and explained 60% of the variance in perceived value of using Mobile Banking services. The findings of the multivariate analysis revealed that perceived ease of use, perceived usefulness, trialability, and awareness are major predictors of perceived value. The results of this study has the potential to give further insights into Mobile Banking strategies.
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