MOBILE BANKING ADOPTION ANALYSIS IN NORTH MACEDONIA USING TAM

Abstract

Followed by the mobile technology development and high rate of mobile internet usage worldwide, mobile banking has become prominent technological innovation in the banking sector giving a competitive edge over traditional banking. Smartphones and mobile technologies are becoming increasingly available and affordable in North Macedonia in recent years, and many banks are providing banking services to customers via smartphones. The adoption of mobile banking in the country has not reached its full potential yet and has been at its early stage of adoption. However, not many studies investigate determinants of mobile banking adoption which may help banks to design more suitable mobile services for customers and increase the m-banking adoption in the country. This study is the first attempt to fill this gap by examining determinants that affect consumer intention to use mobile banking services in the country, as developing country. To get insights regarding the user adoption of m-banking services in the country, a survey was conducted among more than 150 mobile users. This study proposes a mobile banking user adoption research model based on the Technology Acceptance Model (TAM), and beside basic constructs (perceived ease of use, perceived usefulness and behavioral intention to use) it integrates social image, trust and risk that are specific for m-banking. The results of the empirical study are supporting the proposed basic constructs of the model and some specific relationships are unveiled. This research is a holistic approach representing a solid base for future studies on the adoption of new technologies in the country. Its originality and practical implications are reflected in determining the significance of additional constructs that are specific for m-banking. From practitioner’s viewpoint, this research offers valuable insights for developing m-banking solutions.