An Integrated Utaut-extended Valence Framework Approach to Determine the Factors Influencing Customers Intention to Adapt Mobile Financial Services
Year: 2022
Type: article
Study design: Observational Study
Abstract: ABSTRACT\n\nMobile Financial Services (MFS) has necessitated a pivotal role in every sector of developing countries in the era of technological advancements and the acclimation to people's changes. This study is directed towards ascertaining the factors that are swaying customers' intention in a lower-middle-income and developing country like Bangladesh to adopt mobile financial services. An integrated approach UTAUT model and extended valence framework were applied to prepare the research model based on the literature. The independent variables are perceived benefit, trust, risk, effort expectancy, social influence, facilitating conditions, and the dependant variable is behavioral intention. A google form questionnaire was constructed and distributed through email and Facebook to reach the respondents of Bangladesh. A total of 223 responses were used for further structural equation method analysis using Smart PLS 3.0. The results discovered that social influence, perceived benefit, and perceived trust significantly positively impact behavioral intentions to adopt mobile financial services. In Addition, it was also detected that perceived benefit has a partial mediating effect between perceived trust and behavioral intention to use mobile financial services. The majority of respondents confirmed that they are routinely using mobile financial services in their daily lives, indicating an excellent opportunity for market expansion. MFS companies should be more meticulous in meeting their customers' expectations and keep upgrading their service by the changing environment, and customer needs to increase the adaption rate and use of mobile financial services.
Authors: Md. Sharif Hassan*, Md. Aminul Islam, Imroz Mahmud, Fatema Tuz Zahra
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4226325155