The Moderating Effect of Individual Differences on the Acceptance and Use of Internet Banking

Abstract

This research examines factors influencing the acceptance of internet banking (IB) in Lebanon. It extends the unified theory of acceptance and use of technology (UTAUT) model by including trust as a proxy and then investigates the moderating effect of a set of socio-demographic variables (gender, age, experience) in shaping consumer perceptions towards using IB. A cross-sectional survey was used to collect data from 408 IB consumers in Lebanon. Structural equation modelling was employed as the main method of analysis. The results show that behavioral intention (BI) was significantly influenced by performance expectancy (PE), social influence (SI), trust (TRU) and effort expectancy (EE) in their order of influencing power. Moreover, facilitating conditions (FC) and BI significantly influenced use behavior (UB). Gender moderated the relationship between PE_BI and SI_BI, age moderated the relationship between PE_BI, EE_BI, and FC_UB, and experience moderated the relationship between EE_BI and SI_BI. The theoretical and practical implications are discussed at the end of the article.

Acceptance of internet banking services: The role of demographic factors as moderating variables

“…Age also does not moderate the relationship between perceived usefulness and perceived ease of use. These results are not supported by previous studies (Chawla & Joshi, 2020;El-Masri, 2020;Marakarkandy et al, 2017;. Additionally, education level does not moderate the direct relationship of perceived usefulness and perceived ease of use on the behavioral intention which is in line with the study of .…”

“…Previous studies suggest that gender moderates the perceived usefulness on behavioral intentions for the technology acceptance. Men tend to pay more attention to the perceived usefulness than women (Abdinoor & Mbamba, 2017;El-Masri, 2020;José Liébana-Cabanillas et al, 2014;Marakarkandy et al, 2017;Sahni & Mann, 2018;Venkatesh et al, 2012). Other studies reveal that the usefulness tends to affect women (Chawla & Joshi, 2020;Li & Lai, 2011;Suki, 2011).…”

“…The relationship between perceived usefulness and behavioral intention is moderated by age that is classified as old and young (Alkhaldi & Kharma, 2019;Chawla & Joshi, 2020;El-Masri, 2020;Marakarkandy et al, 2017). Perceived usefulness is more likely affecting the old people (Alkhaldi & Kharma, 2019;El-Masri, 2020;Faqih & Jaradat, 2015).…”

“…The relationship between perceived usefulness and behavioral intention is moderated by age that is classified as old and young (Alkhaldi & Kharma, 2019;Chawla & Joshi, 2020;El-Masri, 2020;Marakarkandy et al, 2017). Perceived usefulness is more likely affecting the old people (Alkhaldi & Kharma, 2019;El-Masri, 2020;Faqih & Jaradat, 2015). The education level has a moderating effect in the relationship between perceived usefulness and behavioral intentions to use technology, especially higher education levels, including undergraduate and postgraduate degrees (Alkhaldi & Kharma, 2019;Marakarkandy et al, 2017;Teo et al, 2012).…”

“…The TAM's concept explains that behavioural intension has a direct effect on the decisions to use technology, mainly based on cognitive decision making (Bagozzi et al, 1992). Furthermore, the behavioral intention directly has a positive effect on the usage of internet banking services (Afshan et al, 2018;El-Masri, 2020;Marakarkandy et al, 2017;Venkatesh et al, 2012). The hypothesis is defined as follow:…”