A Proposed Model for Determining the Customer's Use of Mobile Banking Services in Saudi Arabia: Toward the Differential Role of Gender

A Proposed Model for Determining the Customer's Use of Mobile Banking Services in Saudi Arabia: Toward the Differential Role of Gender

Gender differences among users of mobile banking (m-banking) services are a key factor in segmenting this important market and making appropriate decisions. It is important, therefore, to examine the influence of gender as a basis for sound decision-making with regard to m-banking service strategies. This study develops a conceptual model to determine the customer's awareness effect and the influence of gender differences on customers' intention to use m-banking services in Saudi Arabia and the Middle East in general. The model is based on an extended mobile banking model of unified theory of acceptance and use of technology (UTAUT). The author uses a quantitative method in the form of a non-structured survey. A questionnaire was distributed in Saudi Arabia, and the responses were analyzed using SPSS and SEM with AMOS. The study provides evidence that user awareness, performance expectancy, and effort expectancy affect users' intention to use m-banking, but that risk and the costs of use do not affect the use of mbanking. The study also finds that the gender factor does not play a role in the aforementioned variables.