Predicting consumer intention to use mobile banking services in North Macedonia

Abstract

Smartphones and mobile technologies are becoming increasingly available and affordable in the Republic of North Macedonia. Followed by this trend, many banks are providing banking services to customers via smartphones. They are increasingly investing in mobile channels by providing mobile banking services. Therefore, the goal of this research is to examine predictors of consumer intention to use mobile banking services in North Macedonia. In order to get insights regarding the user adoption of m-banking services in the country, a survey was conducted among more than 150 mobile users. The research model proposed in this study examines the influence of several basic constructs that explain technology acceptance and innovation diffusion (performance expectancy, effort expectancy, social influence and facilitating conditions). In addition, its originality and practical implications is reflected in determining the significance of additional constructs that are specific for the m-banking domain, such as perceived risk and bank’s reputation. The results of the empirical study indicate that three of the four basic constructs of the UTAUT model (performance expectancy, effort expectancy, and facilitating conditions) determine intention to use mobile banking, while social influence does not significantly influence mobile banking adoption in the sample. Regarding the two new constructs in the model, risk and bank’s reputation, they are both confirmed as important antecedents of consumer intention to use m-banking in our sample. By highlighting the usefulness of integrating constructs from different theories of technology acceptance, this research is a holistic approach representing a solid base for future studies on the adoption of new technologies in the country. From practitioner’s viewpoint, this research offers valuable insights for developing m-banking solutions.