SERVICE QUALITY, SUBJECTIVE NORMS AND TECHNOLOGY ACCEPTANCE MODEL AS DETERMINANTS OF INTENTION TO ADOPT MOBILE BANKING IN SUDAN: THE MODERATING EFFECT OF SITUATIONAL FACTORS

Abstract

The main objective of this study was to examine the moderating effect of situational factors as well as the influential factors that affect the consumers’ intention to adopt a self-service technology (SST) taking mobile banking as an example, drawing on the information systems use and acceptance literature. Specifically, this study addressed several sub-objectives such as 1) to explore the determinants of mobile banking adoption among Sudanese; 2) to examine the effect of service quality dimensions (reliability, responsiveness, efficiency, and convenience) on the Sudanese’s intention to adopt mobile banking service; 3) to measure the effect of TAM constructs (perceived usefulness and perceived ease of use, perceived trust and perceived risk) on Sudanese’s intention to adopt mobile banking services; 4) to explore the effect of subjective norms (descriptive norms and injunctive norms) on Sudanese’s intention to adopt mobile banking services; and finally 5) to test the moderating effect of situational factors (waiting time and task interruption) on the relationship between the main the independent variables (service quality dimensions, TPB constructs, and TAM-related constructs) and dependent variable (behavioral intention). By using the stratified random sampling procedure, this study collected the data from 349 customers of mobile banking services provided by Faisal Islamic Bank and Al-Salaam Bank who were the only two banks applying the service during the data collection period, the customers had participated and filled the questionnaires measuring the underlying factors that contribute to the respondents’ behavioral intentions to adopt mobile banking services as well as the moderating effect of situational factors.