TITLE:
Mobile Banking Choices of Entrepreneurs: A Unified Theory of Acceptance and Use of Technology (UTAUT) Perspective
AUTHORS:
Ashish Varma
KEYWORDS:
UTAUT, Entrepreneur, Mobile Banking, India, PLS-SEM
JOURNAL NAME:
Theoretical Economics Letters,
Vol.8 No.14,
October
20,
2018
ABSTRACT: This study applies the unified theory of acceptance
and use of technology (UTAUT) to investigate the entrepreneurial usage of
mobile banking services. The study was
conducted during 2017-18 using a partial least squares-structural
equation modeling technique. A sample of 206 entrepreneurs, from fourteen
sub-urban towns in India, was studied. The study found that mobile banking intentions mediates the
relationship between all three; effort expectancy and use behavior, performance
expectancy and use behavior and social influence and use behavior. There was no
gender-based difference between the banking behavior among the entrepreneurs.
The study also validates the UTAUT theory in an emerging market context. These
findings are significant as the entrepreneurial choices regarding mobile
banking in emerging markets demands more research. Mobile phones have a deep
penetration in the emerging markets and so its role in facilitating the banking
needs of the entrepreneurs should be ascertained. The study also contributes to
the methods by illustrating the use of importance performance map analysis
(IPMA) in the UTAUT context.