The Moderating Effect of Demographic Variables on Mobile Banking Adoption: An Empirical Investigation

Abstract

The objective of this article is to analyze if demographic characteristics influence user attitude towards mobile banking. The sample comprise of current users of online banking. Although earlier studies on technology adoption models have received considerable empirical validation, most of the studies did not consider moderating variables. Among those, which consider moderating variables, primarily explored are gender, age and income. By including other moderator variables in the model, we hope to lessen the inconsistencies found in past research studies. To test the moderating effect, two methods, viz. multiple linear regression and Fisher Z transformation are used. Results show that gender, age, qualification, experience, occupation, income and marital status were significant moderating variables. However, educational background did not show any moderating effect. Our results suggest that by extending the Technology Acceptance Model (TAM) and Diffusion of Innovations (DoI) theory, the research provide insights into the factors influencing consumers’ attitude to adopt mobile banking applications. Besides, the results of moderating effect improve our understanding of the demographic differences, which influence the degree of mobile banking adoption. This study will help researchers and practitioners to come up with improved mobile adoption frameworks and applications with greater understanding of the influence of demographic factors.