Adoption of Mobile Banking Applications in Lebanon

Marc Audi

MPRA Paper from University Library of Munich, Germany

Abstract: This research studied the impact of mobile banking adaptation in Lebanon. A brief overview of the Lebanese banking sector has shown how it is very dynamic and large. The overview also shows that the Lebanese banking sector is very competitive and changing with the development of new technologies and the availability of new services. To explain mobile banking applications in Lebanon two models were studied in the literature. The first is the innovation diffusion theory which has 5 different constructs: relative advantage, compatibility, communicability, trailability and complexity. The innovation diffusion theory talks about the path innovations take to reach final adopters. The technology acceptance model on the other hand relates the effects of it main components, perceived ease of use and perceived usefulness, on consumer attitude and intention to adopt. Our model is based on both theories and has 8 constructs. It shows the effect of the 5 constructs of the innovation diffusion theory merging perceived usefulness to relative advantage and replacing complexity with perceived ease of use. We have developed 8 hypotheses based on the construct of the model and to study the user-none user effect. A personal administered survey done using convenient sampling managed to gather 315 respondents from 5 different locations in Beirut after administering pilot testing. All variables were tested for validity and reliability using different tests. A biverate linear regression analysis was used to test the hypotheses and establish the relations between the different variables. We also did an independent t-test to analyze the user none-user effects. It is concluded that this paper with a discussion of the tests and recommending the best way to market mobile banking applications and designing a good version of mobile banking that looks appealing to consumers.

Keywords: Mobile banking; Lebanese market; Electronic banking (search for similar items in EconPapers)
JEL-codes: G02 G32 (search for similar items in EconPapers)
Date: 2016
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