Rural Development Strategies

Factors affecting the acceptance of mobile banking, A study of the villagers of Juibar

Document Type : Original Research

Authors

Mohammad Reza Babaei Semiromi 1
hasan golmoradi adineh vand 2
mohammad asghari sarv kolaei 3

1 Assistant Prof., Department of Economic Sciences, Payame Noor University, Tehran, Iran

2 - Assistant Prof., Iran Banking Institute , Tehran, Iran.

3 - MSc. of Banking, Bank Mellat, Iran

https://doi.org/10.22048/rdsj.2024.444782.2169
Abstract
Mobile banking has many advantages, including reducing banking costs, social costs and environmental pollution, etc. and by increasing the acceptance and orientation of the people, especially the villagers, it can play a significant role in the sustainable development of the regional and national economy. Juibar city is one of the cities of Mazandaran province, where about 60% of its population are rural residents. The purpose of this research is to investigate the factors affecting the acceptance of mobile banking among the villagers of Juibar. In the summer of 2023, a sample of 384 people was selected from among the villagers who referred to 15 active bank branches in the city and after distributing the questionnaire, the PLS structural equation model was extracted. The results showed that the perceived usefulness with a relatively strong path coefficient (β=0.312 ,t=6.179), ease of use with a strong path (β=0.421 ,t=11.367), and price with a weak path coefficient (β=0.104 ,t=2.489)had a significant effect on the use of mobile banking among rural customers of banks in Juibar city. Trust (β=0.046 ,t=0.906)and social influence (β=-0.043 ,t=0.983)on the use of mobile banking had no significant effect. From the point of view of the research subjects, according to Likert's five-point spectrum, the current state of ease of use variable is significant and 10% more than the average, the perceived usefulness variable is significant and 13.6% less than the average, the trust variable is significant and 5% less than the average. Average, social influence variable was significant and 6.5% lower than average. In rural areas, considering the distance from the village to the city and the problems of villagers accessing bank branches, the expansion of mobile bank services and the provision of incentives for mobile bank users in villages can have a significant impact on their willingness and acceptance of mobile banking and by reducing Economic and social cost, will increase the physical presence of customers in banks, the welfare of the society.

Keywords

Juibar villages
mobile banking
technology acceptance

Subjects

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