Customers' Attitudes toward Mobile Banking Applications in Saudi Arabia Page: 86
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Customers' Perception of Mobile Banking Applications
RQ1 0: What factors influence Saudi bank customers' adoption of mobile banking
applications?
This section discusses the answer to the research question about the factors
influencing the adoption of mobile banking applications by Saudis.
All diffusion of innovation theories propose some attributes useful for predicting
users' perceptions in relation to their decisions to adopt and not adopt any new
innovation. Rogers' attributes, for instants, help to predict the level of adoption of, the
awareness of, and the obstacles to the adoption of new technology by the social
system's members and help to identify the factors influencing the use and the adoption
of this new technology. Moreover, the TAM, TRA, and UTAUT models have suggested
some other variables to assess the adoption level of new technology such as mobile
banking applications. Koenig-Lewis, Palmer, & Moll (2010) extended the TAM in line
with these theories and frameworks, and they created new model including seven
attributes to study the adoption of mobile banking applications.
Seven attributes relating to the adoption of mobile banking applications were
evaluated in this study to assess which variables affected Saudi banks customers in
their adoption of mobile banking services. These variables were perceived usefulness,
perceived ease of use, perceived compatibility, perceived credibility, perceived trust,
perceived risk, and perceived cost. These variables were evaluated in the regression
analysis in order to discover the relative contribution of each attribute and its overall
predictive power.86
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Alshara, Mohammed Ali. Customers' Attitudes toward Mobile Banking Applications in Saudi Arabia, dissertation, August 2016; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc862737/m1/97/: accessed July 10, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .