Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	September 2024
Vol. No.	Vol. 34 No. 3
DOI	https://doi.org/10.14329/apjis.2024.34.3.929
Page	929~956
Title	Integration of the UTAUT Model in Mobile Banking Context: The Mediating Role of Personal Innovativeness and Perceived Value
Author	Afruza Haque, Nahida Sultana, Yang Sok Kim, Md Al Amin
Keyword	Mobile Banking, UTAUT, Perceived Value (PV), Personal Innovativeness (PI), Bangladesh
Abstract	Due to the widespread acceptance and edge-up of mobile banking services, Bangladesh’s financial services sector is making significant strides. Hence, this research aims to understand mobile banking adoption among the people of Bangladesh through the UTAUT model, which incorporates two mediating factors- personal innovativeness and perceived value. With a total of 358 responses, the study tested the model adopting Structural Equation Modelling (SEM) in SmartPLS 4.0 to examine different determinants and mediators that affect mobile banking adoption. Our study illuminates that performance expectancy, personal innovativeness, and perceived value significantly affect users’ behavioral intentions. Interestingly, the users’ effort expectancy, social influence, and facilitating conditions do not influence their behavioral intention. Also, personal innovativeness mediates all determinants except users’ performance expectancy and behavioral intention. At the same time, perceived value is evidenced as a mediator between all factors except users’ effort expectancy and behavioral intention. Thus, the study’s conclusion will provide stakeholders with customized strategies and valuable insights, enabling the smooth integration of mobile banking services and improving user experience to survive and thrive in today’s quick-paced financial services sector.

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