Impact of Technology-Enabled Personalization on the Adoption of Mobile Banking An Experimental Study
Main Article Content
Keywords
M-Banking, Experiment, UTAUT, Technology-enabled Personalization, perceived privacy
Abstract
New technologies such as artificial intelligence and Big Data offer an opportunity in terms of personalization of products and services, particularly in mobile banking services. Previous researches have provided mixed results regarding the causal or moderator role of personalization in the adoption of mobile services. This research aims to provide a response to this discordance by using an experimental method in the context of mobile banking services. Results regarding the impact of technology-enabled personalization along with age on the adoption of mobile banking services confirm the causal impact of technology-enabled personalization on facilitating conditions (FC), hedonic motivation (HM), perceived confidentiality (PC), and the intention to use mobile banking. Findings and discussions across age and gender groups could guide future empirical research in this area.
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References
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Hariyanti, A. O., Hidayatullah, S., & Prasetya, D. A. (2020). Analysis of the Acceptance and Use of Mobile Banking Services Using the Unified Theory of Acceptance and Use of Technology (Case Study of Bank Jatim Pasuruan Branch). Research Journal of Advanced Engineering and Science, 5(1), 254–262. https://eprints.unmer.ac.id/id/eprint/2956
Hmoud, B. I., & Várallyai, L. (2020). Artificial Intelligence in Human Resources Information Systems: Investigating its Trust and Adoption Determinants. International Journal of Engineering and Management Sciences, 5(1), 749–765. https://doi.org/10.21791/IJEMS.2020.1.65
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Hutto, C. J., Bell, C., Farmer, S., Fausset, C., Harley, L., Nguyen, J., & Fain, B. (2015, January). Social media gerontology: Understanding social media usage among older adults. Web intelligence, 13(1), 69–87. https://doi.org/10.3233/WEB-150310
Islam, M. M. (2017). Exploring influencing factors towards intention and use of mobile internet for youth consumers in Bangladesh. Universal Journal of Management, 5(1), 39–47. https://doi.org/10.13189/ujm.2017.050105
Guo, X., Zhang, X., & Sun, Y. (2016). The privacy–personalization paradox in mHealth services acceptance of different age groups. Electronic Commerce Research and Applications, 16, 55–65. https://doi.org/10.1016/j.elerap.2015.11.001
Khemiri, M., & Jallouli, R. (2022). Technology-enabled personalization for mobile banking services: Literature review and theoretical framework. Journal of Telecommunications and the Digital Economy, 10(2), 173-194. https://doi.org/10.18080/jtde.v10n2.545
Krishnaraju, V., Mathew, S. K., & Sugumaran, V. (2016). Web personalization for user acceptance of technology: An empirical investigation of E-government services. Information Systems Frontiers, 18(3), 579-595. https://doi.org/10.1007/s10796-015-9550-9
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Laukkanen, T. (2016). Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking. Journal of Business Research, 69(7), 2432–2439. https://doi.org/10.1016/j.jbusres.2016.01.013
Lee, M. K., Forlizzi, J., Kiesler, S., Rybski, P., Antanitis, J., & Savetsila, S. (2012, March). Personalization in HRI: A longitudinal field experiment. In Proceedings of the seventh annual ACM/IEEE international conference on Human-Robot Interaction, 319–326. https://doi.org/10.1145/2157689.2157804
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Mohebbi, B. (2014). The art of packaging: An investigation into the role of color in packaging, marketing, and branding. International Journal of Organizational Leadership, 3, 92–102. https://ssrn.com/abstract=3329815
Motiwalla, L. F., Albashrawi, M., & Kartal, H. B. (2019). Uncovering unobserved heterogeneity bias: Measuring mobile banking system success. International Journal of Information Management, 49, 439–451. https://doi.org/10.1016/j.ijinfomgt.2019.07.005
Oliveira, T., Faria, M., Thomas, M. A., & Popovič, A. (2014). Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM. International Journal of Information Management, 34(5), 689–703. https://doi.org/10.1016/j.ijinfomgt.2014.06.004
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Mar 27, 2024
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Khemiri, M., & Jallouli, R. (2024). Impact of Technology-Enabled Personalization on the Adoption of Mobile Banking: An Experimental Study. Journal of Telecommunications and the Digital Economy, 12(1), 377–404. https://doi.org/10.18080/jtde.v12n1.891
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Special Issue: Emerging Technologies and Innovation for Digital Economy and Transformation
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