Predicting Intention to Use Mobile Banking Services among Yemeni Banks’ Clients: Is Perceived Value Important?

Abstract

AbstractWhile the advancements in technology have led the providers of financial services to seek new mediums to offer banking services, the perception of their clients regarding their usefulness varies, especially with respect to mobile banking. Despite various factors have been identified to gain a strong comprehension of the mobile banking services usage, limited focus has been given to the what contributes to the value of engage in mobile banking services. This study aims to identify that significant success elements that influence the perceived significance of mobile banking use in Yemen by employing revised TAM. The mediating influence of perceived value and the intent to use mobile banking services are also explored in this study. This model was evaluated through survey data gathered from 482 validated responses from persons who did not use mobile banking. SEM via PLS version 3.0 software was used to identify the significance of the relationships among the investigated parameters. The developed model in this study explained 58% of variation in mobile banking’s perceived value and 51% of the intention to utilise it as indicated by the model fitness with the data. Results from the multivariate analysis revealed that awareness (AW), perceived usefulness (PU), and perceived ease of use (PEOU) are significant predictors of perceived value, whereas perceived risk (PR) was identified to minimise customers’ perception of the value. Moreover, perceived value determined the correlations among these parameters of PU, PEOU, AW, and PR as well as the intention. The outcomes of this research give understanding of the mobile banking strategies.KeywordsTechnology acceptance modelPerceived valuePerceived riskMediationBehavioural intention