Abstract
The variance in users’ characteristics, according to demographic factors, is crucial in segmenting retail banking customers and making marketing decisions. Therefore, the effects of these factors should be examined to help IT providers enhance m-banking services. This study seeks to build a conceptual model that determines the moderating influence of demographic factors on the customer’s intention to adopt m-banking. A questionnaire was distributed in Saudi Arabia and the responses were analyzed through a structural equation modeling (SEM) approach. The study finds that users’ demographic characteristics, such as age, education, and income, but not gender, played a moderating role in their adoption of m-banking services.
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