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 new mobile banking services. The penetration rate of smartphones is increasing globally and smartphones are the most used devices for access to the Internet in the country i.e. by 81% of Internet users in 2018, and mostly among persons aged 15-24 (91.8%) (State Statistical Office, 2019). 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 during April 2019 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. 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 social image and bank’s reputation. The results of the empirical study are supporting the proposed basic constructs of the model and some specific relationships are unveiled. 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.