Authors : Ahmed M. Mutahar, Norzaidi Mohd Daud, T. Ramayah, Lennora Putit and Osama Isaac
Abstract: Client’s perception of value is a subjective concept in banking services and it varies among bank clients. Even though a number of elements have been suggested as significant antecedents to understand mobile banking services usage in literature, very little attention has been given to exactly what constitutes the value of using mobile banking services. The current study’s purpose is to test the critical success factors that impact the perceived value of using mobile banking services via an extended model of Technology Acceptance Model (TAM). Evaluation of the proposed model was done through questionnaire survey data collected from 482 valid responses from individuals who are non-users of mobile banking services. Structural Equation Modelling (SEM) via AMOS Software was utilized to determine the importance levels of associations and interactions between the factors tested. The research proposed model, evidenced by the goodness of fit of the model to the data, explained 54% of the variance in perceived value of using mobile banking services. The findings of the multivariate analysis reveal that perceived usefulness, perceived ease of use and awareness are major predictors of the perceived value while perceived risk was found to reduce the perception of the value of the clients. The results of the current study might give further insights into mobile banking strategies.
Ahmed M. Mutahar, Norzaidi Mohd Daud, T. Ramayah, Lennora Putit and Osama Isaac, 2018. Predicting Perceived Value in Mobile Banking: Are Awareness and Perceived Risk Important?. Research Journal of Applied Sciences, 13: 112-124.