An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps

Abstract

This study aims to analyze the impact of consumption values on the adoption of NBG’s mobile banking services and the role of customers’ motivation and app adoption in this process. The study reveals users’ attitudes and behavior towards mobile banking by establishing significant connections between selected UTAUT constructs. Based on a critical case of the m-banking services of a leading Greek financial institution, we gathered 418 full-answered questionnaires from a convenience sample of 654 customers to test 18 research hypotheses. The research results confirm that the three selected UTAUT constructs, are antecedents of behavioral intention, supporting the initial assumption. This study analyzes the factors that drive the adoption and usage of mobile banking apps, providing valuable insights for marketing academia and managers.