Title: Empirical validation of the decomposed theory of planned behaviour model within the mobile banking adoption context

Authors: Mohammad Hamdi Al Khasawneh; Rand Irshaidat

Addresses: Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan

Abstract: The study utilises the decomposed theory of planned behaviour (DTPB), to understand the consumer behaviour in relation to the applications of mobile banking. The model is empirically tested using an online survey from a convenience sample of 404 respondents, and analysed using structural equation modelling. The study concluded that consumer attitude towards using m-banking is impacted by relative advantage and compatibility. Complexity however does not play a significant role in influencing attitudes. Subjective norms are significantly influenced by social influences. The findings show that behavioural intention can be explained through attitude and perceived behavioural control. Moreover, subjective norms do not influence behavioural intention for adoption. The findings extend our understanding of the most important antecedents of consumer adoption of m-banking by synthesising theories from the related literature.

Keywords: mobile banking; theory of planned behaviour; TPB; decomposed theory of planned behaviour model.

DOI: 10.1504/IJEMR.2017.083553

International Journal of Electronic Marketing and Retailing, 2017 Vol.8 No.1, pp.58 - 76

Received: 20 Jan 2016
Accepted: 19 Jun 2016
Published online: 10 Apr 2017 *

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