Invasiveness, privacy concerns and mobile banking services technology adoption by millennials: Emerging economy perspective
\r\nPurpose\r\nThis study was conceptualised to investigate the relationships of invasiveness, privacy concerns, perceived usefulness and the adoption of mobile marketing technology by millennial banking customers in an emerging market economy.\r\n\r\n\r\nDesign/methodology/approach\r\nThis was a qu...
Saved in:
| Published in: | South African journal of business management Vol. 55; no. 1; pp. 1 - 13 |
|---|---|
| Main Authors: | , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Pretoria
AOSIS
2024
African Online Scientific Information Systems (Pty) Ltd t/a AOSIS South African Bureau for Scientific Publications AOSIS Publishing |
| Subjects: | |
| Online Access: | Get full text |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | \r\nPurpose\r\nThis study was conceptualised to investigate the relationships of invasiveness, privacy concerns, perceived usefulness and the adoption of mobile marketing technology by millennial banking customers in an emerging market economy.\r\n\r\n\r\nDesign/methodology/approach\r\nThis was a quantitative study that targeted millennial banking service customers from an emerging market environment. The non-probability sampling approach was used, and the data were collected via a survey questionnaire. For data analysis, SPSS and SmartPLS Structural equation modeling were used.\r\n\r\n\r\nFindings/results\r\nThe results confirmed a direct relationship between privacy, invasiveness and usefulness perception. It also confirmed a direct relationship between perceived usefulness and the intention to accept mobile-marketed banking services. In addition, the results also showed that in addition to the direct impact of perceived usefulness on intention to adopt mobile marketing usage for banking services, it acts as a mediator variable.\r\n\r\n\r\nPractical implications\r\nAcademics can pursue a qualitative study to unpack the reasons for sensitivity around banking technology in emerging markets. The study should lead to better understanding of both the investigated market and others like it. Organisations will gain valuable insight for informed investment in such markets.\r\n\r\n\r\nOriginality/value\r\nThe article is the first empirical investigation into the adoption of mobile-marketed banking services by millennials in a developing economy context. The study adds a valuable component to academic debates by using two independent theories to gain a holistic view of the performance of advanced technology in banking business. The study adds to the literature by also proving the mediation role of perceived technology usefulness in banking.\r\n |
|---|---|
| ISSN: | 2078-5585 0378-9098 2078-5976 2078-5976 |
| DOI: | 10.4102/sajbm.v55i1.4174 |