Mobile banking adoption in Lebanon

Abstract

The purpose of this research is to develop a conceptual model that best explains the most important factors affecting mobile banking adoption for Lebanese banking customers. Based on the data collected through a survey, structural equations modeling (SEM) and path analysis were utilized to test the hypotheses. 320 questionnaires were collected from Blom Bank customers. The results showed that digital literacy, resistance to change, perceived risk, perceived ease of use and perceived usefulness, were found to be the main variables affecting users attitudes towards adoption of mobile banking whereas awareness and compatibility showed no significant impact on adoption. At last, both subjective norms and personal innovativeness influenced users adoption and moderated the relationships between usefulness attitude and ease of use attitude. Our study filled a gap in literature by exploring E-readiness influence on adoption through testing the variable "Digital Literacy" and by examining the effect of branch visits frequency on intention to adopt mobile banking. Social and individual variables such as social influence and personal innovativeness which were rarely examined in past studies are employed in this research. All our respondents were actual bank account holders.