Understanding Consumer Behavior in Digital Banking: The DABU Model as an Extension of TAM and UTAUT

Dijana Vuković ()
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Dijana Vuković: Public Relations Department, University North, 42000 Varaždin, Croatia

JRFM, 2025, vol. 18, issue 9, 1-28

Abstract: The aim of this research was to examine the impact of digitalisation on the use of banking products among consumers in the Republic of Croatia, with a particular focus on analysing habits, perceptions, and barriers related to digital banking. The study was conducted on a convenience sample of 820 respondents—citizens of the Republic of Croatia—representing diverse age groups, education levels, and degrees of digital literacy. To gain deeper insights into consumer behaviour, a new conceptual model—DABU (Digital Acceptance of Banking Use)—was developed. This model integrates elements of existing theoretical frameworks (TAM, UTAUT, CBM) and introduces additional variables relevant to the context of digital banking, such as digital literacy, perceived security, and perceived barriers. Data were collected using a structured survey questionnaire and analysed through descriptive statistics, factor analysis, and structural equation modeling (SEM). The findings indicate that digital literacy and perceived security are key predictors of the intention to use digital banking services, whereas perceived barriers have a significant negative effect. Moreover, differences in digital banking usage patterns were observed across age groups, education levels, and prior experience with digital technologies. The results contribute to a better understanding of the factors influencing consumer digital behaviour and provide practical guidelines for developing targeted strategies within the financial sector aimed at increasing the adoption and accessibility of digital banking services.

Keywords: digitalization; banking products; digital literacy; perception of security; consumer behavior; Croatia (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2025
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