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dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorGlavee-Geo, Richard
dc.contributor.authorRamdhony, Dineshwar
dc.contributor.authorShaikh, Aijaz A.
dc.contributor.authorHurpaul, Ashna
dc.date.accessioned2021-01-29T07:38:58Z
dc.date.available2021-01-29T07:38:58Z
dc.date.issued2021
dc.identifier.citationKarjaluoto, 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. <i>International Journal of Bank Marketing</i>, <i>39</i>(2), 272-293. <a href="https://doi.org/10.1108/ijbm-03-2020-0129" target="_blank">https://doi.org/10.1108/ijbm-03-2020-0129</a>
dc.identifier.otherCONVID_47711420
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/73882
dc.description.abstractPurpose 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.en
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofseriesInternational Journal of Bank Marketing
dc.rightsIn Copyright
dc.subject.otherconsumption values
dc.subject.otherintention to use
dc.subject.othermobile banking services
dc.subject.othertrust
dc.subject.otherMauritius
dc.titleConsumption values and mobile banking services : understanding the urban-rural dichotomy in a developing economy
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202101291340
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineHyvinvoinnin tutkimuksen yhteisöfi
dc.contributor.oppiaineTyön ja johtamisen muuttuminen digitaalisessa ajassafi
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineSchool of Wellbeingen
dc.contributor.oppiaineEmergent work in the digital eraen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange272-293
dc.relation.issn0265-2323
dc.relation.numberinseries2
dc.relation.volume39
dc.type.versionacceptedVersion
dc.rights.copyright© 2020, Emerald Publishing Limited
dc.rights.accesslevelopenAccessfi
dc.subject.ysoluottamus
dc.subject.ysomobiilipalvelut
dc.subject.ysokulutustottumukset
dc.subject.ysokuluttajakäyttäytyminen
dc.subject.ysokehittyvät markkinat
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p1725
jyx.subject.urihttp://www.yso.fi/onto/yso/p22643
jyx.subject.urihttp://www.yso.fi/onto/yso/p8572
jyx.subject.urihttp://www.yso.fi/onto/yso/p8576
jyx.subject.urihttp://www.yso.fi/onto/yso/p27277
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.1108/ijbm-03-2020-0129
dc.type.okmA1


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