Determinants of Mobile Service Acceptance in Saudi Arabia: A Revised UTAUT Model

This paper identifies factors that determine user acceptance of the mobile version of the stock exchange system in Saudi Arabia (Tadawul). It examines the conditions under which users use Mobile Tadawul (M-Tadawul), the findings will provide an in-depth understanding of the mobile financial services for developers, potential users and Information Technology (IT) managers. The study proposed a theoretical framework based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. To meet the aims of this study, the model utilized the major UTAUT constructs, these were moderated by three factors: age, gender and education. M-Tadawul characteristics were included as a major determinant of acceptance and use. A questionnaire was devised (and sent to 442 Saudis) to measure M-Tadawul acceptance and use facilitators. The results suggest that behavioural intentions towards the use of M-Tadawul can be predicted by performance expectancy, effort expectancy, social influence and M-Tadawul characteristics. The findings also indicate that the effect of predicting variables is mediated by gender, age and education. Studying the moderating effect of education in developing countries as well as applying heuristics evaluation of mobile services in Saudi Arabia would therefore merit further investigation.