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Mobile Banking Adoption: Examining the Role of Personality Traits

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  • James Agyei
  • Shaorong Sun
  • Eugene Abrokwah
  • Emmanuel Kofi Penney
  • Richmond Ofori-Boafo

Abstract

A number of studies have been conducted on the salient factors that influence consumers’ intention to adopt mobile banking services. However, none of these studies has explored the impact of personality traits on consumers’ intention to adopt mobile banking services. This study investigates the impact of personality traits on users’ intention to adopt mobile banking. Data gathered from 482 mobile banking users in Ghana via a convenience sampling technique using a questionnaire survey were analyzed using structural equation modeling. The results show that agreeableness, conscientiousness, and openness to new experience significantly impact users’ intention to adopt mobile banking through perceptions of usefulness and ease of use, with agreeableness showing the strongest total effect, followed by conscientiousness. The results also reveal that perceived usefulness and perceived ease of use are salient predictors of users’ intention to adopt mobile banking. The study underscores the need for service providers to focus on designing effective marketing strategies that recognize different user personality traits so as to improve adoption.

Suggested Citation

  • James Agyei & Shaorong Sun & Eugene Abrokwah & Emmanuel Kofi Penney & Richmond Ofori-Boafo, 2020. "Mobile Banking Adoption: Examining the Role of Personality Traits," SAGE Open, , vol. 10(2), pages 21582440209, June.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:2:p:2158244020932918
    DOI: 10.1177/2158244020932918
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    References listed on IDEAS

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    2. Ashraf Hilal & Concepción Varela-Neira, 2022. "Understanding Consumer Adoption of Mobile Banking: Extending the UTAUT2 Model with Proactive Personality," Sustainability, MDPI, vol. 14(22), pages 1-23, November.
    3. Malgorzata Solarz & Jacek Adamek, 2021. "Factors Affecting Mobile Banking Adoption in Poland: An Empirical Study," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1018-1046.
    4. Jadil, Yassine & Rana, Nripendra P. & Dwivedi, Yogesh K., 2021. "A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture," Journal of Business Research, Elsevier, vol. 132(C), pages 354-372.
    5. Wajeeha Aslam & Iviane Ramos de Luna & Muhammad Asim & Kashif Farhat, 2023. "Do the Preceding Self-service Technologies Influence Mobile Banking Adoption?," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 50-66, January.
    6. Liu, Xiaohui & He, Xiaoyu & Wang, Mengmeng & Shen, Huizhang, 2022. "What influences patients' continuance intention to use AI-powered service robots at hospitals? The role of individual characteristics," Technology in Society, Elsevier, vol. 70(C).

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