Journal of Internet Commerce

ISSN: 1533-2861 (Print) 1533-287X (Online) Journal homepage: http://www.tandfonline.com/loi/wico20

An Empirical Examination of Consumer Adoption

of Mobile Banking (M-Banking) in Jordan

Mohammad Hamdi Al Khasawneh

To cite this article: Mohammad Hamdi Al Khasawneh (2015) An Empirical Examination of

Consumer Adoption of Mobile Banking (M-Banking) in Jordan, Journal of Internet Commerce, 14:3,
341-362, DOI: 10.1080/15332861.2015.1045288

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Journal of Internet Commerce, 14:341–362, 2015
Copyright # Taylor & Francis Group, LLC
ISSN: 1533-2861 print=1533-287X online
DOI: 10.1080/15332861.2015.1045288

An Empirical Examination of Consumer

Adoption of Mobile Banking
(M-Banking) in Jordan

MOHAMMAD HAMDI AL KHASAWNEH

E-Marketing & Social Media, Princess Sumaya University for Technology,
Amman, Jordan

Scant research attention has been given to how Jordanian

consumers’ perceive and respond to m-banking services, and more
specifically, the particular factors that drive consumers to adopt
m-banking. This lack of knowledge and limited previous research
has highlighted the need for further research. Therefore, the
primary focus of this research is to advance our current under-
standing of m-banking from the consumer’s perspective. A model
of consumers’ adoption of m-banking is developed by integrating
and incorporating TAM with other relevant variables such as
perceived trust, and perceived credibility along with consumers’
attitudes and intention to use m-banking. Theoretically, the
current study is among the first studies to develop a model of the
major factors that influence consumers’ attitude and intention to
use m-banking services in Jordan. Practically, the results of this
study may provide marketers with information that could be useful
in attracting and convincing customers to use m-banking.

KEYWORDS consumer adoption, Jordan, mobile banking

INTRODUCTION

Advancements in information technology have a vast influence on the

banking sector, generating persistently ever more flexible payment
approaches and user-friendly banking services. Mobile banking (m-banking)
is considered one of the recent developments in banking services, is an

Address correspondence to Mohammad Hamdi Al Khasawneh, E-Marketing & Social

Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket Street 112, Al-
Jubaiha P.O. Box 1438, Amman 11941, Jordan. E-mail: m.alkhasaawneh@psut.edu.jo

341
342 M. H. Al Khasawneh

emerging facet of electronic banking (Wessels and Drennan 2010), and is

perceived as a new retail channel for banks (Goswami and Raghavendran
2009). Banks, through m-banking applications which are a rich platform
for automated banking and other financial services (Wessels and Drennan
2010), provide a combination of payments; banking; real-time, two-way data
transmission; and ubiquitous access to financial information and services
(Jacob 2007). Simply, m-banking enables consumers to conduct financial
transactions without temporal and spatial limitations via Internet-enabled
mobile devices such as smartphones (Gupta et al. 2013).
Consumers’ adoption of m-banking is of specific research interest and
an area which is worthy of further investigation as m-banking penetration
has been fairly low in several countries (Kim, Shin, and Lee 2009; Laukkanen
2007; Laforet and Li 2005; Kim, Chan, and Gupta 2007; Luarn and Lin 2005),
particularly in Jordan, despite the wide popularity of smartphone usage in
Jordan and several other countries around the world (Gillespie 2007; Kleijnen
et al. 2007; Kwiatkowski 2010). This supports the notion that technological
advances and service availability do not automatically lead to widespread
adoption and use (Baldi and Thaung 2003; Constantiou, Damsgaard, and
Knutsen 2006; Wang, Lo, and Fang 2008). Other researchers indicated that
the major reasons for the current low adoption of m-banking is the avail-
ability of alternative modes of banking, such as accessibility to ATMs, online
banking, and so forth. (Gupta et al. 2013). Conversely, perceived lack of trust
toward m-banking services was found to be one of the most prominent rea-
sons for customers’ negative attitudes toward m-banking (Kim et al. 2009; Lee
and Chung 2009), as consumers may have security or privacy concerns with
respect to the new channel (Laforet and Li 2005; Lee et al. 2003).
This research aims to investigate the major factors affecting consumers’
m-banking adoption in the context of the technology acceptance model
(TAM). Therefore, the present study makes a theoretical contribution by
providing a model that extends the existing TAMs with new constructs and
provides some explanation to existing constructs.
The rest of this article is presented as follows. In the next section,
a rationale for the current research is presented. Then, the authors review
related research to identify the theoretical framework for this study and
present the methodology employed to conduct the study. The following
section describes the statistical analysis and results. Finally, they conclude
with a discussion, the study’s limitations, implications, and calls for future
research.

RATIONALE FOR RESEARCH

Previous research has identified that customer adoption is one of the key
aspects to be considered in the future development of m-banking and called
 An Empirical Examination of Mobile Banking Adoption in Jordan 343

for further research that enhances a comprehensive understanding of this

customer-based electronic revolution (Gupta et al. 2013). It has become
crucial for the banks to understand who specifically is adopting and utilizing
this new commercial technology (Lassar, Manolis, and Lassar 2005).
An understanding of important user characteristics and the interactions of
these characteristics with m-banking procedures will assist banks to expect
the users of this new technology. Theoretical models can help banks
and their managers as they attempt to realize which customers will accept
and use the new technology, and why these particular customers are
confined to adopt the new procedures.

THEORETICAL FRAMEWORK AND HYPOTHESES DEVELOPMENT

Among all the theories and existing relevant analytical models, the TAM was
found to be the most appropriate core theoretical foundation for this study.
Over the years, TAM has proven to be a powerful, valid, and parsimonious
model for predicting user acceptance (Venkatesh and Davis 2000). Existing
literature showed that TAM was the predominant model used in predicting
and explaining the information system adoption (Jaradat and Twaissi 2010;
Lindsay et al. 2011; Liu et al. 2009; Singh et al. 2010; Sripalawat et al. 2011;
Tobbin 2012; Yung-Cheng et al. 2010) such as m-banking adoption. For
example, Amin and colleagues (2012) used TAM as the base theoretical
foundation to conduct a study on m-banking adoption in Malaysia.
According to Davis (1989), two key TAM independent constructs (i.e.,
perceived usefulness and perceived ease of use) assist to examine whether
consumers would adopt a new technology. Although TAM has been exten-
sively validated, Mathison (1991) argued that it is inappropriate to depend
only on these two variables of perceived usefulness and perceived ease of
use in examining individual’s technology acceptance tendencies. Consistent
with this view, it was suggested that TAM theory can be modified or
extended using other theories or incorporating other constructs (Taylor
and Todd 1995; Wu and Wang 2005; Luarn and Lin 2005; Zhang, Gou, and
Cheng 2008; Yen et al. 2010). In the same vein, Singh and colleagues
(2010) proposed that perceived usefulness and perceived ease of use are
the main components of new technology acceptance even though they
cannot explicitly explain consumers’ attitude and behavior when it comes
to m-banking. Taking this point further, several studies suggested that
there are other potential factors that might be incorporated within the
TAM and which would influence users’ adoption of m-banking, such
as perceived credibility (Luarn and Lin 2005) as well as perceived trust
(Gefen, Karahanna, and Straub 2003). Consistent with this view, Chong
et al. (2010) asserted that it is better to use TAM as a base model and
extend by including additional constructs based on the research being
344 M. H. Al Khasawneh

conducted. In view of this, the TAM was complemented with the addition
of perceived trust and perceived credibility constructs to finalize the
theoretical foundation of this study.

Perceived Ease of Use of M-Banking

Perceived ease of use is a critical construct in TAM (Davis 1989; Malhotra,
Heine, and Grover 2001) and is defined as the ‘‘degree to which an individual
believes that using a particular system would be free of physical and mental
effort’’ (Davis 1993, 477). Perceived ease of use in the context of m-banking
is the degree to which m-banking is perceived as easy to understand and
operate. For using m-banking services, customers must not spend significant
effort as the m-banking services are user-friendly interfaces. It is likely
that customers consider the application features of m-banking as easy to
use. Previous studies have also confirmed the relationship between ease
of use and attitude toward m-banking (Bhattacherjee 2000; Chen, Lou,
and Luo 2002; Taylor and Todd 1995; Davis 1989). However, physical
features of mobile devices such as small display screen can also serve
as a restraint to the positive attitude toward m-banking. In this sense,
it would be important to determine if consumers perceive m-banking
as easy or difficult to use, and whether this perception will lead to positive
or negative attitude toward m-banking. Based on the above, the authors
hypothesize the following:

H1: Perceived ease of use has a significant positive influence on

customer’s attitude toward m-banking.

Perceived Usefulness of M-banking

Perceived usefulness is the degree to which a person believes that using a
particular system would enhance his or her job performance (Davis 1989).
Perceived usefulness is also viewed as the extent to which an individual
believes that he or she would benefit from using m-banking. The importance
of perceived usefulness has been widely recognized in the context of
m-banking services (Bhatti 2007; Guriting and Ndubisi 2006; Kim et al.
2007; Laforet and Li 2005; Liao and Cheung 2002; Polatoglu and Ekin
2001). Previous related research has consistently argued that there is
a positive relationship between perceived usefulness of m-banking, intention
and attitude toward m-banking, and m-banking usage (Bhatti 2007; Davis
et al. 1989; Kim et al. 2007; Pavlou 2003; Venkatesh 2000; Venkatesh and
Davis 1996; Venkatesh and Morris 2000). For example, Chau and Lai (2003)
examined the contributing factors toward the consumer’s adoption of Internet
banking and determined that perceived usefulness was found as an important
 An Empirical Examination of Mobile Banking Adoption in Jordan 345

factor in enhancing a positive attitude toward accepting the Internet banking

services. Also, within m-banking literature, a significant positive relationship
between perceived usefulness of m-banking and the usage of m-banking is
found (e.g., Davis 1989; Davis et al. 1989; Gefen et al. 2003; Venkatesh and
Morris 2000). Thus, the authors hypothesize the following:

H2: Perceived usefulness of m-banking has a significant positive

influence on customers’ attitudes toward m-banking.

Perceived Credibility of M-banking

Perceived credibility is considered to be related to, but different from,
perceived trust construct. It refers to the extent to which a person believes
that using m-banking will have no security or privacy threats. In the same
vein, Daud and colleauges (2011) viewed perceived credibility as the consu-
mer’s believability that his or her transaction’s details and personal data are
protected against unauthorized access. For the purpose of this research,
perceived credibility is defined as users’ perception of protection of their
transaction details and personal data against unauthorized access. It is about
personal belief that a user has in the system to carry out a transaction
securely and maintain the privacy of personal information.
Consumers with perceived credibility consider that m-banking
transactions are free of security and privacy threats, and are secure enough
to preserve their privacy (Wang, Lin, and Luarn 2006). Amin and colleagues
(2012) and Daud and colleagues (2011) argued that perceived credibility was
among the most influential factors affecting m-banking adoption. Amin and
colleagues (2012) investigated m-banking adoption in Malaysia and found
that perceived credibility was the most significant factor affecting m-banking
in Malaysia. Daud and colleagues (2011) examined the critical success factors
that influenced the adoption of m-banking in Malaysia. They surveyed 300
banking users and found also that perceived credibility was essential to
m-banking adoption in Malaysia. Taking this into consideration, the current
authors hypothesize the following:

H3: Perceived credibility of m-banking has a significant positive

influence on customers’ attitudes toward m-banking in Jordan.

Perceived Trust
Various definitions of trust exist in multiple disciplines within the existing
literature, reflecting the complex nature of the trust construct, and some
of these definitions are presented briefly in the following discussion. Trust
is being normally defined as a belief that someone or something is reliable,
346 M. H. Al Khasawneh

good, honest, effective, and so forth. In electronic commerce, trust can be

viewed as a perceptual belief or the level of confidence one expects from
the other party during an online transaction (Javenpaa et al. 1998). In a study
by Kim and colleagues (2009), which examined the effect of initial trust in
m-banking user adoption, trust was defined as a psychological expectation
that a trusted party will not behave opportunistically. In Kim, Chung,
and Lee (2010), trust was defined as a feeling of security and willingness
to depend on someone or something. Similarly, Chung and Kwon
(2009) defined perceived trust as trusting intentions that make someone feel
secure enough to be willing to depend on the trustee. Moving to the
m-banking context, perceived trust is viewed as the extent to which an indi-
vidual believes that using m-banking is secure and has no privacy threats
(Chong et al. 2010).
Trust was found to have a significant impact on consumers’ positive
perception about Internet and e-government services (Lee and Chung
2009; Maloney 2007; Warwick and Goode 2010). For example, previous
studies have found that trust played an important role in the users’ will-
ingness to engage in online transactions such as making purchases online
(Lee and Chung 2009; Harris and Goode 2010). Other studies found that
perceived trust was a critical factor to adopt e-government services in
Pakistani society (Rehman et al. 2011). Xin, Techatassanasoontorn, and
Tan (2015) specified trust to directly influence the adoption intention
toward mobile payment adoption. Additionally, many previous studies
that considered the drivers of adoption to e-banking have concluded that
trust played a major role in determining the intention toward using
e-banking (Juwaheer, Pudaruth, and Ramdin 2012; Kesharwani and Bisht
2011; Amin 2009).
In addition, customer’s trust is recognized as a critical factor for
the success of m-banking. With the surge of both electronic commerce
(e-commerce) and mobile commerce (m-commerce), more studies have
been conducted on the conceptual structure, formation of the mechanisms
of trust, and effects of trust (Bhattacherjee 2002; Kim et al. 2009; Kim, Chung,
and Lee 2010; Shin 2010). Higher levels of trust in a service provider will
therefore lead to greater intentions on the part of the user to engage
in m-banking transactions (Bhattacherjee 2002). A study by Gu, Lee, and
Suh (2009) verified the effect of trust on behavioral intentions in m-banking,
using the trust from the banks’ perspective. This indicates that trust helps
reduce fraud and potential risks caused by opportunistic behavior and
provides users the ultimate benefit of getting more reliable banking services
from honest banks (Gu et al. 2009). Chung and Kwon (2009) also indicated
that the perceived initial trust could be a significant factor influencing
consumers’ attitude toward m-banking adoption. This finding is consistent
with Dimitriadis and Kyrezis’s (2010) study, which analyzed the influence
 An Empirical Examination of Mobile Banking Adoption in Jordan 347

of trust on technology-enabled bank channels by testing the Internet and

phone banking adoption. They found that trust was a key factor leading
consumers’ adoption of technology, including m-banking adoption. A more
recent study by Tobbin (2013) confirmed that perceived trust, along with
perceived ease of use and usefulness constructs, significantly impacted users’
intention to adopt m-banking in Ghana. Furthermore, Dass and Muttukrishnan
(2011) also viewed trust as an essential factor influencing mobile financial
services such as m-banking. Based on the preceding discussion, the authors
hypothesize the following:

H4: Perceived trust of m-banking has a significant positive influence on

customers’ attitudes toward m-banking in Jordan.

Attitude toward M-banking and Behavioral Intentions

Attitude toward m-banking has received considerable attention within the
consumer behavior literature. The concept of attitude seems to play an
important role in predicting and understanding consumer intention and
behavior (Ajzen 2002, 2005; Smith et al. 2008). Indeed, consumer atti-
tudes toward m-banking are an important indicator of customer intention
to use m-banking services. Behavioral intention refers to an individual’s
willingness to perform (Ajzen 2002) a specific future behavior (Konerding
1999). It has been considered an important predictor of an individual’s
behavior (Ajzen 2002; Castañeda, Muñoz-Leiva, and Luque 2007). Also,
customer’s intention toward using m-banking significantly affects the
adoption of m-banking (Puschel, Mazzon, and Hernandez 2010; Shanmu-
gam, Savarimuthu, and Wen 2014). This is in line with Ajzen (1991), as
within the framework of the theory of planned behavior (TPB), custo-
mer’s intention toward behavior is largely influenced by consumers’
attitudes.
Therefore, in this study, it is proposed that customers’ attitudes toward
m-banking will significantly affect their intention toward m-banking.
Accordingly, the following hypothesis is posited:

H5: Attitude toward m-banking has a significant positive influence on

customer’s intention to adopt m-banking.

RESEARCH METHODOLOGY

A quantitative approach was used in this research. An examination of the

literature assisted in the development of a conceptual model of the consumer
adoption of m-banking in Jordan.
348 M. H. Al Khasawneh

Data Collection
In order to empirically test the hypotheses developed in the previous section,
data were collected using a convenience sampling approach via an online
self-administered survey. During a four-week period, 281 respondents
completed the survey. Respondents were invited to take the questionnaire
by sending them the link of the survey webpage on their e-mail addresses
and Facebook pages. As an incentive for participation, respondents were
given the chance to enter a prize drawing of a free photo shoot XD. A total
of 281 responses were collected. Thirteen responses were discarded due
to duplicate submissions or incompletion, and a net sample of 268 usable
questionnaires remained.

Sample
The current study was designed to assess the factors affecting m-banking
adoption among Jordanian consumers. Thus, the target population of this
study was the entire Jordanian population. The target population included
people living in Jordan of different age groups, income levels, education
levels, ethnic backgrounds, and marital status.
Data were gathered from a convenience sample of 268 respondents
via an online survey. The data relating to respondents’ profiles were
tabulated to obtain a better feel of the data, as recommended by Sekaran
(2003). Therefore, the respondents’ demographic profiles were tabulated
for gender, age, education level, and marital status (Table 1).

TABLE 1 Demographic Profile of the Sample

Response
information
Variable Category N ¼ 268

Gender Male 53%

Female 47%
Age Younger than 20 30%
21–29 34%
30–39 19%
40–49 13%
50–59 3%
Older than 60 1%
Education High school 4%
University degree 80%
Higher education 16%
Marital status Single 54%
Married 44%
Divorced 2%

Source: Developed for this research.

 An Empirical Examination of Mobile Banking Adoption in Jordan 349

DEMOGRAPHIC PROFILE OF THE SAMPLE

As shown in Table 1, male respondents accounted for the majority of the
sample (61%), and the majority of the respondents’ ages were younger
than 29 years (64%). In relation to educational level, 16% of the respondents
reported completing higher education, while 80% reported achieving
a university degree. For marital status, single respondents accounted for
the majority of the sample (54%).

Measurement and Scaling

The conceptualization and development of the questionnaire was based
on the existing literature and resulted in a total of twenty-eight items. An
additional four items were included for capturing demographic information
(gender, age, educational level, and marital status). A 7-point Likert scale
was used to measure the constructs presented in the proposed model
(scores ranged from 1 ¼ strongly agree to 7 ¼ strongly disagree, with neutral
score ¼ 4). The survey instrument was refined during a pretest to ensure
the internal consistency of the measured instrument, with the involvement
of thirty-eight respondents. Consequently, the wording of some questions
was modified, and the instrument was reduced to twenty-three items by
deleting items with high cross-loadings, and in order to use less complex
measurement items.

RESULTS ANALYSIS

Analysis of the data was conducted via correlation analysis, exploratory

factor analysis, reliability analysis, and partial least squares (PLS) regression
analysis. Based on the preliminary analysis, the evaluation of the data via
factor analysis and reliability estimates indicated that all scale items were
suitable and valid for further statistical analysis. Additional testing of the
quality of the scales was conducted, which established the convergent and
discriminant validity. In particular, discriminant validity is established when
the square root of the AVE for each construct is higher than the correlation
between the construct and any other construct in the model (Chin 1998).
The results in Table 2 indicate that all constructs in the research model
achieved this criterion.
Individual item reliability was assessed by examining the loadings of the
measures with their respective constructs. A rule of thumb is to accept items
with loadings of .40 or more, which implies more shared variance between
the construct and its measures than error variance (Hulland 1999). In the
current research, all indicator loadings were greater than .75 as shown in
Table 3. In examining internal consistency (construct reliability), composite
reliability and Cronbach’s alpha must be examined. Internal consistency is
350 M. H. Al Khasawneh

TABLE 2 Latent Variable Correlations

PEOU .85

PU .679 .859
PC .535 .531 .910
PT .605 .567 .815 .855
Attitude .544 .566 .697 .670 .885
Intention .475 .410 .692 .69 .713

Source: Developed for the current research.

achieved when reliability estimates are greater than .70 (Barclay, Higgins,
and Thompson 1995; Nunnally 1978). In the current study, composite
reliability and Cronbach’s alpha were greater than .80 for all constructs
as shown in Table 3, thus demonstrating internal consistency. Convergent
validity is adequate when constructs have an average variance extracted
(AVE) of at least 0.50 (Fornell and Larcker 1981). As shown in Table 3,
all constructs exceeded the 0.50 threshold, thereby establishing convergent
validity.
PLS was considered the most appropriate approach for the current
study as it has several advantages over other SEM techniques. In particular,

TABLE 3 Individual Item Reliability and Construct Validity

Composite Cronbach’s
Construct Factor Loadings AVE reliability alpha

Perceived ease of use PEOU01 .826 .723 .887 .809

PEOU02 .851
PEOU03 .873
Perceived usefulness PU01 .867 .738 .919 .882
PU02 .885
PU03 .903
PU04 .776
Perceived credibility PC01 .884 .829 .950 .932
PC02 .930
PC03 .926
PC04 .902
Perceived trust PT01 .891 .738 .931 .908
PT02 .895
PT03 .823
PT04 .777
PT05 .884
Consumer attitude toward ATT01 .888 .784 .936 .908
m-banking ATT02 .848
ATT03 .925
ATT04 .877
Intention to adopt m-banking INT01 .905 .779 .914 .858
INT02 .839
INT03 .902

Source: Developed for this research.

 An Empirical Examination of Mobile Banking Adoption in Jordan 351

PLS allows the assessment of the psychometric properties of the measures

and the exploration of the hypothesized relationship among the constructs
(Chin 1998; Hulland 1999). Moreover, PLS facilitates simultaneous tests of
the measurement models and structural models (Barclay et al. 1995). It is also
compatible with interval-style data and can assess a model with a relatively
small sample size (Chin 1998; Gefen, Straub, and Boudreau 2000; Barclay
et al. 1995).
In consideration of these points and due to its increasing acceptance
within the marketing domain, PLS was chosen to evaluate the research model
and test the hypotheses. Table 4 highlights the hypotheses of the study, and
shows the path coefficient between the exogenous and endogenous vari-
ables, the average variance accounted for, R2, and bootstrap critical ratios.
The bootstrap critical ratios determined the stability of the estimates and were
acceptable at ranges between 1.96 and þ1.96 (Chin 1998). Alternatively,
the average variance accounted for (AVA) represented the mean of R2 of
the structural model and indicated the overall predictive power of the model
(Fornell and Bookstein 1982). In the current study, the AVA for the endogen-
ous variables was .53, and the R2 values for the predicted variables were all
greater than Falk and Miller’s (1992) recommended level of .10; therefore, it
was appropriate to examine the significance of the paths associated with
these variables. All paths were above the recommended level of .015 as advo-
cated by Falk and Miller (1992), and all variables had bootstrap critical ratios
above the acceptable level (greater than 1.96, p < .05).
The PLS results, as shown in Table 4, indicate that perceived ease of use
of m-banking has a significant positive effect on users’ (consumers’) attitudes
toward m-banking adoption (b ¼ 0.140, t ¼ 2.456, p < .01), indicating that
users who perceived m-banking as easy to use tend to have positive attitudes
toward using m-banking, thereby supporting H1. As proposed in H2, a sig-
nificant positive relationship between perceived usefulness and consumer
attitudes toward m-banking was found (b ¼ 0.188, t ¼ 3.85, p < .01), suggest-
ing that those consumers who perceive m-banking as useful and beneficial
are more likely to have positive attitudes toward m-banking. This finding
supports H2. Consistent with H3, perceived credibility of m-banking has a

TABLE 4 Partial Least Squares Results for the Theoretical Model

R Critical
Predicted variable Predictor variable Hypotheses Path squared ration

Attitude toward m-banking Perceived ease of use H1 .14 .56 2.456

Perceived usefulness H2 .188 3.85
Perceived credibility H3 .399 5.654
Perceived trust H4 .183 3.236
Intention to adopt Attitude toward H5 .714 .51 12.030
m-banking m-banking

Source: Developed for this research.

352 M. H. Al Khasawneh

significant positive effect on consumers’ attitudes toward m-banking

(b ¼ 0.399, t ¼ 5.654, p < .01), implying the greater the credibility of
m-banking, the more positive the attitude toward m-banking, thereby
supporting H3. Further, perceived trust of m-banking was found to be related
to consumer attitudes toward m-banking (b ¼ 0.183, t ¼ 3.236, p < .01),
implying that the higher the perceived trust with m-banking, the more
positive the attitudes toward m-banking, supporting H4. Consistent with
H5, attitude toward m-banking has a significant positive effect on intention
to adopt m-banking (b ¼ 0.714, t ¼ 12.030, p < .01), implying that the more
positive the attitude toward m-banking, the greater the intention to adopt
m-banking, supporting H5. Thus, the results from the current study show that
all hypotheses (H1, H2, H3, H4, and H5) were supported.
As shown in Table 4, the AVA in the endogenous variable by the
exogenous variables was 0.53 (53%). In addition, the data indicates that
56% of the variance in consumer attitude toward m-banking is explained
by perceived ease of use of m-banking, perceived usefulness of m-banking,
perceived credibility of m-banking, and perceived trust of m-banking.
Additionally, attitudes toward m-banking account for 51% of the variance
in intention to adopt m-banking.

DISCUSSION, IMPLICATIONS, AND CONCLUSION

Discussion and Implications

The current study seeks to identify the most important factors influencing
consumers’ attitudes and adoption of m-banking in Jordan. For this purpose,
a study model was developed which consisted of several factors including
perceived usefulness, perceived ease of use, perceived credibility, perceived
trust, consumer attitude toward m-banking, and consumer intention to adopt
and use m-banking. This model has comprehensively integrated aspects from
the existing literature related to TAM, together with exploratory, empirical,
conceptual, and anecdotal literature conducted in the immediate discipline
of m-banking. Thus, the proposed model was theoretically based. The set
of hypotheses derived from the current study’s model were developed based
on the relevant literature and were tested quantitatively using online survey
as a mean for data collection.
A comparison of the results with the extant literature is framed within
the context of the hypotheses developed to address the major research objec-
tive, which was to determine the factors influencing consumer attitudes
toward and intention to adopt m-banking services in Jordan.
The data analysis of the first hypothesis indicated that the perceived
ease of use aspect of the m-banking services is positively related to consumer
attitudes toward m-banking in Jordan. This finding is consistent with the
results by Kim and colleagues (2008), Lee (2009), Moon and Kim (2001),
 An Empirical Examination of Mobile Banking Adoption in Jordan 353

Wu and Chen (2005), and Yu and colleagues (2005), which concluded that
ease of use had a direct effect on attitude toward use. However, this finding
contradicts prior research that considers perceived ease of use as a basic
requirement for system design and should not have an influence on attitude
in the later stages of adoption (Agarwal and Prasad 1998; Chau and Hu 2002;
Davis et al. 1989; Karahanna et al. 1999). Based on the research findings,
such perceived ease of browsing, identifying information, and performing
transactions should facilitate favorable and persuasive individual experience.
The data analysis of the second hypothesis of the study showed
that perceived usefulness of m-banking has a significant positive influence
on consumer attitudes toward m-banking. Taking this point further, the sam-
ple of the current study indicated that the nature of the information provided
through m-banking is considered as a valuable motivation that led them
to react favorably and positively toward such services. When m-banking
is perceived as useful, consumers’ attitudes toward m-banking will be more
favorable. This finding is consistent with previous studies within the
m-banking context (Amin et al. 2010; Bhatti 2007; Dineshwar and Steven
2013; Gefen et al. 2000; Kim et al. 2007; Riquelme and Rios 2010; Safeena
et al. 2013). This implies that realizing usefulness of m-banking services will
positively impact attitude toward such services. In addition, the effect of per-
ceived usefulness on attitude has been validated in many studies in various
contexts, including Chen and colleagues (2002); Cheung and Liao (2003);
Nysveen and colleagues (2005); and Robinson and colleagues (2005). Based
on the research findings, m-banking should be informative about new pro-
ducts and must demonstrate usefulness for consumers. The marketing drive
should focus on demonstrating the simplicity, usefulness, and cost benefit of
using m-banking. While the explicit essence of the consumer’s relationship is
to get a useful and efficient service, awareness on how beneficial m-banking
is to each targeted market segment among existing banking customers is also
an essential aspect. Banks should continuously promoting their services and
selling on the benefit to attract more customers to adopt m-banking.
The data analysis of the third hypothesis determined that credibility
of m-banking has a positive influence on consumer attitudes toward
m-banking. This result is consistent with prior research findings within differ-
ent contexts (Brackett and Carr 2001; Dahlén and Nordfält 2004; Friman 2010;
Tsang et al. 2004) and particularly within the m-banking context (Amin et al.
2012; Daud et al. 2011). For instance, Amin and colleauges (2012) found
perceived credibility to be the strongest attribute influencing attitude toward
and adoption of m-banking. This implies that the m-banking services must
be carefully designed to support high level of credibility to enhance the
consumer attitude toward m-banking. Therefore, it is essential for banks
and service providers to exhibit higher security in the delivery of m-banking
services as this may assist in acquiring higher consumers’ acceptance and
adoption. It would be beneficial for banking organizations to invest in security
354 M. H. Al Khasawneh

measures such as firewalls, intrusion detection, and other applicable security

software. It would also be advisable for banking institutions to ensure
optimum development and enforcement of other security devices related
to m-banking.
Perceived trust with m-banking service was hypothesised to have a
positive influence on consumer attitude toward m-banking. The findings of
the data analysis provided support for this hypothesis. In addition, this
finding was supported in the literature in various contexts and situations.
For example, consistent with previous trust-based TAM research, trust is
essential in increasing behavioral responses of new technology application.
This finding is also consistent with previous results within the m-banking
context. For instance, previous m-banking research found that trust plays
a critical role on consumers’ positive perception about m-banking services
(Chung and Kown 2009; Maloney 2007). For this reason, it is essential for
banking service providers to make an effort to build trust with customers
by constantly showing their ability to provide secure value-adding services,
their intention to be fair and honest with regard to customers’ requirements,
and exhibiting good intent in terms of empowering customers. M-banking
service providers must ensure that they can deliver on the promises made
during marketing initiatives. Moreover, it is recommended that m-banking
services maintain predominantly high levels of trustworthiness and ensure
that consumers are using reliable systems. Therefore, it is recommended that
m-banking systems are well maintained so that system downtimes are limited
and that m-banking systems operate as expected even during high-volume
user times.
Moreover, consumer attitude toward m-banking was found to have
a positive influence on consumer intention to use and adopt m-banking in
Jordan. This conclusion has been confirmed by many studies stating that
there was a direct relationship between consumer attitudes and consumer
behavior within various contexts (Haghirian and Madlberger 2005; Tsang,
Ho, and Liang 2004; Xu et al. 2007). Based on this finding, it can be said that
when consumers perceive m-banking as pleasant, time saving, offering
a wide range of services, wise to use for financial transactions, and desirable,
they tend to adopt m-banking services.

Limitations and Future Research

Notwithstanding the above findings, this research has some limitations which
should be dealt with in future studies. As the current research is applying the
survey-based method, it could be argued that this method is prone to the
inherent limitation of measurement errors. However, the measurement errors
were reduced, as indicated by the study’s good reliability and validity results
reported in Table 2 and Table 3. In addition, the research measures
m-banking services in general and does not focus on a certain type of
 An Empirical Examination of Mobile Banking Adoption in Jordan 355

m-banking. This may limit the generalization of the findings as different

forms of m-banking services may result in differences in the adoption beha-
vior process among consumers. Third, sample selection bias could be a limi-
tation due to the fact that the majority of respondents were aged younger
than 29 years. Therefore, future studies may ensure data collection from
different users’ age ranges. This will remedy the bias and help researchers
to better understand m-banking adoption.
In future research, it is necessary to verify the results through investigations
in other developed and developing countries in order to be able to generalize
the findings. This is because the adoption and usage of m-banking are highly
varied across countries with different adoption levels and perceptions (Yang
and Jolly 2009). In addition, the current study used cross-sectional surveys to
examine consumers’ adoption of m-banking, and the data were collected at
the same point of time. Thus, future research is needed to replicate and validate
the findings using longitudinal research which would allow for further
examination of m-banking adoption at multiple points of time, thus allowing
for tracking consumer adoption processes that may change and fluctuate over
time. Another opportunity for future research is to extend the model to include
other variables such as organizational-related factors (e.g., bank type and
customer service) or user-specific constructs (e.g., innovativeness and expres-
siveness) to increase the model’s predictive power in the m-banking context.

CONCLUSION

In conclusion, this study is considered valuable to the Jordanian banking

sector as it provides unique and significant managerial and practical contribu-
tions. The purpose of the current research is to propose an extension for TAM
in a more comprehensive manner that jointly predicts consumers’ attitudes
toward and intention to adopt m-banking in Jordan. This study has extended
the TAM by considering the characteristics of the m-banking environment. This
study has revealed that two additional beliefs constructs were among the two
most important determinants of consumers’ attitudes and intention to adopt
m-banking. The findings of the current study demonstrate that the proposed
model has a good explanatory power and approves its robustness in
predicting consumers’ behavioral intention to adopt m-banking.

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