Invasiveness, privacy concerns and mobile banking services technology adoption by millennials: Emerging economy perspective

Freddy Marilahimbilu Mgiba · Shuchita Shukla

4 citations0/0 files storedSouth African Journal of Business Management

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Technology Adoption and User Behaviour Privacy, Security, and Data Protection Health, Technology, Consumer Behavior

Abstract

Purpose: This 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. Design/methodology/approach: This 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. Findings/results: The 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. Practical implications: Academics 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. Originality/value: The 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.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2018When to use and how to report the results of PLS-SEM 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2011PLS-SEM: Indeed a Silver Bullet 2004What drives mobile commerce?2018Applied Psychometrics: Sample Size and Sample Power Considerations in Factor Analysis (EFA, CFA) and SEM in General 2010The Information Content of Forward‐Looking Statements in Corporate Filings—A Naïve Bayesian Machine Learning Approach 2003Unpacking "privacy" for a networked world

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