Title: The role of generational cohorts in mobile banking adoption: evidence from South-Eastern Europe

Authors: Gentjan Çera; Khurram Ajaz Khan; Fabjan Lashi; Sadik Maloku

Addresses: Faculty of Management and Economics, Tomas Bata University in Zlín, Mostní 5139, 760 01 Zlín, Czech Republic; Faculty of Economics and Agribusiness, Agricultural University of Tirana, 'Pajsi Vodica' St., 1029 Tirana, Albania ' Faculty of Management and Economics, Tomas Bata University in Zlín, Mostní 5139, 760 01 Zlín, Czech Republic ' United Nations Development Programme, Zentagasse 44, 1/2 1050 Wien, Austria ' Faculty of Life and Environmental Sciences, University 'Ukshin Hoti' Prizren, Rruga e Shkronjave Nr. 1, 20000, Prizren, Kosovo

Abstract: The extended unified theory of acceptance and use of technology (UTAUT2) model extensively explains consumers' behaviour. However, from the service providers' perspective, understanding the role of generational cohorts in technology acceptance is necessary. The paper explores this role in mobile banking adoption by investigating its moderating effect on the linkages between the antecedents of the UTAUT2 model and behavioural intention. The article uses the partial least square method and regressions with generation as a multi-categorical moderator to investigate the moderating effect in a sample of 959 individuals from South-Eastern Europe. Findings reveal that generations govern most of the linkages between the antecedents of UTAUT2 and behavioural intention. These relationships were stronger for generation Y than generation Z, while there were no differences between generation X and Y. The paper contributes to the literature by providing theoretical and practical insights in the context of developing countries.

Keywords: mobile banking; generation X; generation Y; generation Z; UTAUT2; effort expectancy; social influence; facilitating conditions; habit; hedonic motivation; behavioural intention; Albania; Croatia; North Macedonia; Serbia.

DOI: 10.1504/IJSTM.2022.123503

International Journal of Services Technology and Management, 2022 Vol.28 No.1/2, pp.24 - 45

Accepted: 28 Oct 2021
Published online: 24 Jun 2022 *

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