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dc.contributor.authorGlavee-Geo, Richard
dc.contributor.authorShaikh, Aijaz Ahmed
dc.contributor.authorKarjaluoto, Heikki
dc.date.accessioned2018-03-26T10:46:27Z
dc.date.available2018-03-26T10:46:27Z
dc.date.created2017-09-21T22:54:24Z
dc.date.issued2017
dc.identifier.citationInternational Journal of Bank Marketing. 2017, 35 (7), 1090-1114.nb_NO
dc.identifier.issn0265-2323
dc.identifier.urihttp://hdl.handle.net/11250/2492080
dc.description.abstractPurpose The purpose of this paper is to provide a comprehensive insight into the deciding factors affecting an individual’s intention to adopt mobile banking (m-banking) services in Pakistan. Design/methodology/approach A survey approach was used with a sample of 189 responses from across Pakistan. Multi-group analysis was performed in order to detect gender differences among men and women in the process of adopting m-banking. Findings The paper found support for the positive effect of perceived behavioral control (PBC) and attitudes (ATT) toward m-banking adoption intentions. Significant differences between men and women were found to affect subjective norms (SN) on adoption intention, even though the combined sample of men and women was insignificant. The effect of SN on m-banking adoption is stronger for women than for men. Interestingly, the paper provides contradictory findings on the role of PBC on adoption intention. The effect of PBC on m-banking adoption intention was found to be significantly stronger for men than for women. Practical implications The results present implications of consumer behavior and marketing communication for bank marketing. Although men and women do not differ in their ATT toward m-banking service adoption in general, the succinct nuance between men and women in terms of the influence of SN and PBC with adoption intention calls for a strategic reorientation of how men and women as consumers of m-banking services should be appropriately segmented, targeted and communicated. The formulation of marketing strategies to target potential consumers and to reinforce the usefulness of m-banking to existing consumers should not be “one size fits all.” The marketing of m-banking services to segments of men and women should be approached strategically in order to increase adoption rates in developing/emerging economies. Originality/value This is the first study on m-banking services adoption in Pakistan to examine the role of gender in the innovation adoption process. The differences between the two genders and the insightful results that we found in our study help shed light on the uniqueness of the context. This study is also one of the first to test a combined technology acceptance model and theory of planned behavior model in the context of m-banking adoption in a developing country using a variance-based modeling technique.nb_NO
dc.language.isoengnb_NO
dc.publisherEmeraldnb_NO
dc.titleMobile banking services adoption in Pakistan: are there gender differences?nb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionacceptedVersionnb_NO
dc.source.pagenumber1090-1114nb_NO
dc.source.volume35nb_NO
dc.source.journalInternational Journal of Bank Marketingnb_NO
dc.source.issue7nb_NO
dc.identifier.doi/10.1108/IJBM-09-2015-0142
dc.identifier.cristin1496750
dc.description.localcode© 2017. This is the authors' accepted and refereed manuscript to the article. The final authenticated version is available online at: https://www.emeraldinsight.com/doi/full/10.1108/IJBM-09-2015-0142nb_NO
cristin.unitcode194,60,15,0
cristin.unitnameInstitutt for internasjonal forretningsdrift
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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