Customer acceptance of mobile banking services: Use experience as moderator

Using an integrated conceptual model that incorporated the theories of unified theory acceptance and use of technology, social cognition, and institution-based trust, in the context of mobile banking (m-banking) use, I investigated the moderating effect of use experience on the relationships among the factors of acceptance (performance expectancy, effort expectancy, self-efficacy, and structural assurance) and behavioral intention to use m-banking. Data for empirical testing of the model were obtained through a survey of 401 retail-banking customers in South Africa. Although the proposed model was supported by the data, the moderating effects of use experience on the factors of behavioral intention were nonsignificant, except in the relationship between structural assurance and behavioral intention. The implications of these findings for efforts aimed at accelerating the acceptance of m-banking services are discussed.