The Investigation of Customer’s Mobile-Banking Adoption in Azerbaijan
Date Issued
2022
Author(s)
Musayeva, Nazrin
Abstract
The purpose of this study is to determine the factors that increase customers’ willingness
to adopt mobile-banking services in Azerbaijan. In addition, the primary and quantitative data was
collected through online questionnaires using the convenience sampling method. Similarly, the
utilized theoretical framework included TAM and its extensions. To elaborate, the research
investigated the relationship between five independent variables: perceived usefulness, perceived
ease of use, perceived risk, social media, social influence and the dependent variable which was
the intention to adopt. Moreover, the following variables such as age, gender, marital status, job,
income, and education were integrated into the model to control the variance driven from the
differences in consumer characteristics. In total, 206 responses were collected and analyzed using
ordered logistic regression. The findings demonstrated a significant relationship between all the
independent variables and intention to adopt. While perceived ease of use, perceived usefulness,
social media, and social influence were positively correlated with customers’ adoption intention,
the risks associated with m-banking usage discouraged respondents from utilizing it more
frequently. Notably, the results varied depending on the individuals’ gender, education, age, job,
and marital status. The study gives implications for the future researches by providing them with
a valid framework in the interpretation of consumers’ intention to adopt mobile banking. Similarly,
the findings provide bank managers’ with valuable insights into consumer behavior by determining
the factors stimulating their m-banking adoption. Consequently, it enables them to formulate
marketing strategies to increase users’ mobile banking adoption rate in Azerbaijan.
to adopt mobile-banking services in Azerbaijan. In addition, the primary and quantitative data was
collected through online questionnaires using the convenience sampling method. Similarly, the
utilized theoretical framework included TAM and its extensions. To elaborate, the research
investigated the relationship between five independent variables: perceived usefulness, perceived
ease of use, perceived risk, social media, social influence and the dependent variable which was
the intention to adopt. Moreover, the following variables such as age, gender, marital status, job,
income, and education were integrated into the model to control the variance driven from the
differences in consumer characteristics. In total, 206 responses were collected and analyzed using
ordered logistic regression. The findings demonstrated a significant relationship between all the
independent variables and intention to adopt. While perceived ease of use, perceived usefulness,
social media, and social influence were positively correlated with customers’ adoption intention,
the risks associated with m-banking usage discouraged respondents from utilizing it more
frequently. Notably, the results varied depending on the individuals’ gender, education, age, job,
and marital status. The study gives implications for the future researches by providing them with
a valid framework in the interpretation of consumers’ intention to adopt mobile banking. Similarly,
the findings provide bank managers’ with valuable insights into consumer behavior by determining
the factors stimulating their m-banking adoption. Consequently, it enables them to formulate
marketing strategies to increase users’ mobile banking adoption rate in Azerbaijan.