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Mobile banking: a study on adoption stages using Government Adoption Model (GAM) and the role of demographic moderators: factors influencing Portuguese consumers’ adoption
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Resumo(s)
The present dissertation was developed with the objective of finding the most relevant factors for adoption of mobile banking, at each service stage – static, interaction, and transaction stages. After reviewing the literature addressing mobile banking and its adoption, it was implemented a revised version of GAM model, composed by eleven independent variables, grouped in four main constructs - attitude to use, ability to use, assurance to use, and adherence to use. Given the hypothesis drawn, a questionnaire was applied to Portuguese consumers and a sample of 208 respondents was achieved. Thus, the data gathered was analyzed under path analysis, with SmartPLS 3, by defining the three models separated. It was found that perceived functional benefit is the most relevant predictor at both static and transaction stages, and availability of resources is the most relevant predictor at the interaction stage. In addition, five demographic variables were considered as moderators for mobile banking adoption at each stage – age, gender, education level, income level, and occupation. After verifying the moderator variables in terms of measurement invariance, only gender presented good results, meaning that the other moderators had to be disregarded. By applying multigroup analysis, and given the findings of the most important factors for the adoption of mobile banking at the three presented stages, only the relation between PA and MBA-S was significantly moderated by gender.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Mobile banking adoption Static stage Interaction stage Transaction stage Portuguese consumers Path analysis GAM model Moderation analysis