The Impact of UTAUT, trust perspective and bank's reputation on actual use of mobile banking with mediating role of behavioral intention: An empirical study on commercial banks in Egypt.

Abstract

This research investigates the impact of UTAUT theory, trust perspective and bank's reputation on actual usage of mobile banking mediated by behavioral intention in banking industry in Egypt. The objectives of this research are: Identify the factors driving customers to adopt mobile banking among commercial banks in Egypt; evaluate the role of bank's reputation in enhancing customers' to adopt mobile banking; assess role of cultural dimensions as moderators in enhancing consumers to adopt mobile banking in Egypt ; to develop conceptual framework that explain factors affecting consumers' behavioral intention toward mobile banking and eventually its actual usage using structural equation modeling. The research uses a quantitative approach; an administrated questionnaire is used to gather the required data to test the developed hypotheses, analyzing the data through structural equation model (SEM) using AMOS software version 25. Results of this study show: there is a significant direct effect between UTAUT theory, trust attribute, bank's reputation and actual usage of mobile banking; there is a significant direct effect between UTAUT theory, trust attribute, bank's reputation and behavioral intention toward adopting mobile banking; there is a significant direct effect between behavioral intention toward adopting mobile banking and actual usage of mobile banking. Finally, the study found that Hofestede's cultural dimensions moderates the relationship between behavioral intention and actual usage of mobile banking.