Abstract
This study applies the unified theory of acceptance and use of technology (UTAUT) to investigate the entrepreneurial usage of mobile banking services. The study was conducted during 2017-18 using a partial least squares-structural equation modeling technique. A sample of 206 entrepreneurs, from fourteen sub-urban towns in India, was studied. The study found that mobile banking intentions mediates the relationship between all three; effort expectancy and use behavior, performance expectancy and use behavior and social influence and use behavior. There was no gender-based difference between the banking behavior among the entrepreneurs. The study also validates the UTAUT theory in an emerging market context. These findings are significant as the entrepreneurial choices regarding mobile banking in emerging markets demands more research. Mobile phones have a deep penetration in the emerging markets and so its role in facilitating the banking needs of the entrepreneurs should be ascertained. The study also contributes to the methods by illustrating the use of importance performance map analysis (IPMA) in the UTAUT context.
Highlights
This study aims to ascertain the use of mobile banking technology by the entrepreneurs
There was no gender-based difference between the banking behavior among the entrepreneurs
Towns with such a population range were considered as “sub urban” for this study. It was ensured by a careful study, that these suburban townships represent the diversity of the entrepreneurial ventures of India and the data was collected from eight states of India
Summary
This study aims to ascertain the use of mobile banking technology by the entrepreneurs. The significance of the study can be judged from the fact that research in this domain is lacking in evidence from emerging markets [1]. Entrepreneurs innovate in their businesses and consume innovative services in the process. Mobile banking is user friendly due to the portability of the device, widely available telecom networks and flexibility of use [4]. These are useful for the entrepreneurs as they may need mobile banking services in remote places and at odd hours The mobile banking experience covers the entire gamut of banking services such as money transfer, bill payment, loans, deposits etc. and these are useful for the entrepreneurs as they may need mobile banking services in remote places and at odd hours
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