Consumption values and mobile banking services : understanding the urban-rural dichotomy in a developing economy
Karjaluoto, H., Glavee-Geo, R., Ramdhony, D., Shaikh, A. A., & Hurpaul, A. (2021). Consumption values and mobile banking services : understanding the urban-rural dichotomy in a developing economy. International Journal of Bank Marketing, 39(2), 272-293. https://doi.org/10.1108/ijbm-03-2020-0129
Julkaistu sarjassa
International Journal of Bank MarketingTekijät
Päivämäärä
2021Oppiaine
Digital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiBasic or discovery scholarshipHyvinvoinnin tutkimuksen yhteisöTyön ja johtamisen muuttuminen digitaalisessa ajassaDigital marketing and CommunicationDigital Business and Economy (focus area)MarketingBasic or discovery scholarshipSchool of WellbeingEmergent work in the digital eraTekijänoikeudet
© 2020, Emerald Publishing Limited
Purpose
This study develops a theoretical model of consumption values regarding the technology adoption of mobile banking (m-banking) services, with the financial service sector as the empirical context. This study aims to evaluate whether consumption values influence trust and intention. Furthermore, the authors explore how the consumer type (i.e. urban vs rural) differs in consumption values regarding adopting m-banking services.
Design/methodology/approach
The data for this study were gathered from 246 responses collected from individuals living in a country with a developing market, using a survey instrument. The six study hypotheses were tested using partial least squares structural equation modeling.
Findings
The authors found support for effects from functional, epistemic and emotional value on intention. Functional and emotional value significantly influenced trust, while social and epistemic value did not. Social value was a significant moderator between functional value and intention. Consumers who were relatively unconcerned with social value were more motivated by functional value, while consumers who placed great emphasis on social value were motivated by epistemic value. Multigroup analysis showed that the effect from functional value on trust was stronger for urban than rural customers, while the effect from emotional value on trust was stronger for rural than urban customers.
Practical implications
Overall, functional value is the strongest predictor of trust and intention; therefore, bank managers are encouraged to promote m-banking services' functional value to increase trust and attract more users by promoting their companies' m-banking application. M-banking customers can also be classified based on the benefits in which they are most interested.
Originality/value
The study is one of the first attempts to demonstrate empirically how consumption values' dimensions drive m-banking use among different types of customers in a developing market context with a high m-banking penetration rate.
...
Julkaisija
EmeraldISSN Hae Julkaisufoorumista
0265-2323Asiasanat
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/47711420
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Kauppakorkeakoulu [1355]
Lisenssi
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
The role of age and life course stage in digital consumption
Kuoppamäki, Sanna (Jyväskylän yliopisto, 2018)Digital technologies are an inherent part of consumer environments today. This dissertation investigates older adults’ usage of digital technologies by focusing on the role of age and life course stage in digital ... -
Understanding technology diffusion in emerging markets : The case of Chinese mobile devices in Nigeria
Olaleye, Sunday Adewale; Ukpabi, Dandison; Karjaluoto, Heikki; Rizomyliotis, Ioannis (Emerald Publishing Limited, 2019)Purpose The purpose of this paper is to use the consumer-based discrepancy theory to examine consumers’ behavioral motivations for using mobile devices and the factors that influence the rapid diffusion of Chinese mobile ... -
Eettinen kuluttaminen kulutuskulttuurissa
Pecoraro, Maria (University of Jyväskylä, 2016)The aim of this dissertation is to contribute to our knowledge and understanding of the various meanings of ethical consumption constructed in consumer culture, especially from consumers’ viewpoint. This doctoral thesis ... -
Catalysts for Transition to Circular Economy Solutions in the Biowaste Management Sector in India
Sarna, Bhavesh; Singh, Rahul; Rawat, Pankaj Singh (Routledge, 2024)Environment deterioration, waste management, and energy deficiency are inherent problems in India's linear model of industrialisation. Agricultural waste is significant in size to India's organic waste and is experiencing ... -
Assessing the Commodity Market Price and Terms of Trade Exposures of Macroeconomy in Emerging and Developing Countries
Boakye, Ernest Owusu; Heimonen, Kari; Junttila, Juha (Routledge, 2022)This paper provides novel evidence on commodity market exposure, i.e., the impacts of commodity price and terms of trade fluctuations on macro performance amongst 46 emerging and developing countries (EMDCs) in Africa, ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.