Description
The purpose of this paper is to analyze whether demographic characteristics influence user attitude towards mobile banking. Although earlier studies on technology adoption have received considerable empirical validation, most of the studies did not consider moderating variables. Among those which consider moderating variables, primarily explored are gender, age and income. By including other moderator variables in the model, we hope to lessen the inconsistencies found in past research studies. Two methods, viz. multiple linear regression and Fisher Z transformation have been used to test the moderating effects. The sample comprise of users of online banking in India. Results show that gender, age, qualification, experience, occupation, income and marital status were significant moderating variables. However, educational background did not show any moderating effect. Our results suggest that by extending the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT) and Diffusion of Innovations (DoI) theory, the research provide insights into the moderating effect of demographics.
Recommended Citation
Chawla, Deepak and Joshi, Himanshu, "Role of demographics as moderator in mobile banking adoption" (2017). AMCIS 2017 Proceedings. 1.
https://aisel.aisnet.org/amcis2017/AdoptionIT/Presentations/1
Role of demographics as moderator in mobile banking adoption
The purpose of this paper is to analyze whether demographic characteristics influence user attitude towards mobile banking. Although earlier studies on technology adoption have received considerable empirical validation, most of the studies did not consider moderating variables. Among those which consider moderating variables, primarily explored are gender, age and income. By including other moderator variables in the model, we hope to lessen the inconsistencies found in past research studies. Two methods, viz. multiple linear regression and Fisher Z transformation have been used to test the moderating effects. The sample comprise of users of online banking in India. Results show that gender, age, qualification, experience, occupation, income and marital status were significant moderating variables. However, educational background did not show any moderating effect. Our results suggest that by extending the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT) and Diffusion of Innovations (DoI) theory, the research provide insights into the moderating effect of demographics.