Factors Influencing the Intention to use Mobile Banking and the Moderating Effects of Subjective Norms and Innovation

Abstract views: 25 / PDF downloads: 22





Mobil banking, ıntention, mediating, multi-grup, moderating


The aim of this research is to create a conceptual model outlining the factors that impact the decision to use mobile banking services. The study also evaluates the effect of subjective norms and innovation on the proposed model. Data for the study were gathered from a face-to-face survey conducted with 400 employees of a public institution in Ankara, the capital city of Turkey. The study analysed the relationships between latent variables, hypothesis testing, and model fit using Partial Least Squares Structural Equation Modelling (PLS SEM). The research findings indicate that the proposed model demonstrated satisfactory fit according to PLS SEM fit criteria. Additionally, the study found that perceived benefit mediates the relationship between perceived ease of use and attitude.

Author Biography

Veysel YILMAZ, Eskisehir Osmangazi University, Faculty of Science, Department of Statistics, Meşelik Campus, Eskisehir




Abbas, M., Zaman, U., Ahmad, J., Nawaz, M. S., Ahraf, M., 2019. Diffusion of mobile banking in Pakistan. Smart Journal of Business Management Studies, 15(1): 10-19.

Adzima, F., Ariyanti, M., 2018. Analysis of factors influencing interest in using mobile banking application on the customer bank BRI Purwakarta. E-Proceeding of Management, 5(2): 1584-1592.

Akturan, U., Tezcan, N., 2012. Mobile banking adoption of the youth market: Perceptions and intentions. Marketing Intelligence and Planning, 30(4): 4.

Belousova, V., Chichkanov, N., 2015. Mobile banking adoption in Russia: What incentives matter? National Research University Higher School of Economics, 1-24.

Boonlertvanich, K., 2019. Service quality, satisfaction, trust, and loyalty: The moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37: 278-302.

Chukwumah, S., 2017. Adoption of mobile banking service in rural Nigeria. Master’s Thesis, Turun Yliopisto University of Turku, Turku.

Chaouali, W., Souiden, N., 2019. The role of cognitive age in explaining mobile banking resistance among elderly people. Journal of Retailing and Consumer Services, 50: 342-350.

Clark, L., Watson, D., 1995. Constructing validity: Basic issues in objective scale development. Psychological Assessment, 7: 309-319.

Chen, C., 2013. Perceived risk, usage frequency of mobile banking services. Managing Service Quality: An International Journal, 23(5): 410-436.

Cohen, J., 1988. Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale: Lawrence Erlbaum Associates.

Cheah, C.M., Teo, A.C., Sim, J.J., Oon, K.H., Tan, B.I., 2011. Factors affecting Malaysian mobile banking adoption: An empirical analysis. International Journal of Network and Mobile Technologies, 2(3): 149-160.

Çelik, H.E., Yılmaz, V., 2013. LISREL 9.1 ile yapısal eşitlik modellemesi. Anı Yayıncılık, Eskişehir.

Davis, F., 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3): 319-340.

Davis, F., 1993. User acceptance of computer technology: System characteristics, user perceptions. International Journal of Man-Machine Studies, 38(3): 475-487.

Elhajjar, S., Ouaida, F., 2020. An analysis of factors affecting mobile banking adoption. International Journal of Bank Marketing, 38(2): 352-367.

Fornell, C., Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.

Fernando, E., Surjandy, Meyliana, Murad, D.F., 2019. Development conceptual model smartphone adoption for use mobile banking. 6th International Conference on Information Technology, Computer and Electrical Engineering (ICITACEE), Semarang, Indonesia, pp. 1-5.

Foroughi, B., Mohammad I., Sunghyup S.H., 2019. Understanding the determinants of mobile banking continuance usage intention. Journal of Enterprise Information Management, 32(6): 1015-1033.

Fishbein, M., Ajzen, I., 1975. Attitude-behaviour relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5): 888-918.

Gold, A., Malhotra, A., Segars, A., 2001. Knowledge management: An organizational capabilities perspective. Journal of Management Information Systems, 18: 185-214.

Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., 2014. A primer on partial least squares structural equation modeling (1st ed.). Thousand Oaks: Sage.

Hair, J.F., 1998. Multivariate Data Analysis with Readings. Englewood Cliffs, NJ: Prentice-Hall.

Hamidi, H., Safareeyeh, M., 2019. A model to analyze the effect of mobile banking adoption on customer ınteraction and satisfaction: A case study of m-banking in Iran. Telematics and Informatics, 38: 166-181.

Hanif, M., 2018. Analysis Technology Acceptance Model (TAM) pada aplikasi mobil banking jenius Di Kota Jakarta. Undergraduate thesis. Universitas Katolik Parahyangan Fakultas Ekonomi Program Sarjana Manajemen.

Hassan, H.E., Van R.W., 2020. Does country culture influence consumers’ perceptions toward mobile banking? A comparison between Egypt and The United States. Telematics and Informatics, 46: 101312.

Hernandez, J., Mazzon, J., 2007. Adoption of internet banking. Proposition and implementation of an integrated methodology approach. International Journal of Bank Marketing, 25: 72-88.

Kaur, S., Sangeeta A., 2023. Understanding customers’ usage behavior towards online banking services: An integrated risk–benefit framework. Journal of Financial Services Marketing, 28(1): 74-98.

Mohammadi, H., 2015. A study of mobile banking loyalty in Iran. Computers in Human Behavior, 44: 35-47.

Magdelena, R., Baridwan, Z., 2015. The analysis of individuals’ behavioral intention in using mobile banking based on TPB, TAM and perceived risk. International Undergraduate Program in Accounting Faculty of Economics and Business, University of Brawijaya, 4(1): 1-13.

Mulfadina, T., Sari, D.K., 2019. Effects of perceived ease of use, perceived usefulness, and perceived risk on customer interests of using mobile banking services with gender as moderating variables (Study on BRI Customers in Dharmasraya Branch). International Journal of Innovative Science and Research Technology, 4(4): 466-474.

Püschel, J., Mazzon, J.A., Hernandez, J.M.C., 2010. Mobile banking: proposition of an integrated adoption intention framework. International Journal of Bank Marketing, 28(5): 389-409.

Rogers, E., 1995. Diffusion of innovation. New York: Free Press.

Rehman, Z.U., Shaikh, F.A., 2020. Critical factors influencing the behavioral intention of consumers towards mobile banking in Malaysia. Engineering, Technology and Applied Science Research, 10(1): 5265-5269.

Raza, S.A., Umer, A., Shah, N., 2017. New determinants of ease of use and perceived usefulness for mobile banking adoption. International Journal Electronic Customer Relationship Management, 11(1): 44-65.

Salsabilla, S., Zuliestiana, D.A., 2019. Analysis of intention use BRI mobile banking in Indonesia, from perceived usefulness, perceived ease of use and perceived risk. E-Proceeding of Management, 6(2): 1-8.




How to Cite

YILMAZ, V., & KİNAŞ, Y. (2024). Factors Influencing the Intention to use Mobile Banking and the Moderating Effects of Subjective Norms and Innovation. MAS Journal of Applied Sciences, 9(2), 383–399. https://doi.org/10.5281/zenodo.11844158