Professor and Director Academics
Iqra University
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Acceptance of mobile banking in Islamic banks: evidence from modified UTAUT model

Journal of Islamic Marketing

Indexing : Scopus

Purpose The purpose of this study is to examine the factors which affect mobile banking (M-banking) acceptance in Islamic banks of Pakistan by using the modified uni?ed theory of acceptance and use of technology (UTAUT) model. The performance expectancy, facilitating conditions, social influence, effort expectancy, perceived value, habit and hedonic motivation are taken as independent variables. Similarly, the intention to adopt M-banking is taken as the mediator, and actual usage is used as the dependent variable. Design/methodology/approach The data are collected by using the survey method, and the five-point Likert scale is used for this purpose. The statistical techniques applied to the dataset were confirmatory factor analysis and partial least square structure equation modeling. Findings The empirical evidence shows that all the variables except for social influence have a significant positive effect on the intention which results in actual usage. Practical implications This study will help the Islamic banks in boosting the M-banking growth and decision-makers in crafting those strategies that increase the M-banking acceptance. Originality/value This paper makes a unique contribution to the literature with reference to Pakistan, being a pioneering attempt to investigate the factors which affect M-banking acceptance in Islamic banks of Pakistan by using the modified UTAUT model.


Pakistan, UTAUT2, M-banking, Actual usage

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