Factors that Influence the use of Mobile Banking in Lebanon: Integration of UTAUT2 and 3M Model

Abstract

The current study proposed a conceptual model that explains what influence the use of mobile banking in Lebanon from customer perspective. The basis for this framework is the integration of the 3M model of motivation and personality and the unified theory of acceptance and use of technology two (UTAUT2). Results obtained demonstrated a link between personality traits, motivational factors and behaviour as proposed by the 3M model. Empirically, use behaviour of mobile banking by Lebanese individuals was significantly influenced by effort expectancy, facilitating conditions, hedonic motivation, need for cognition, need for structure, need for affiliation, proactive personality, neuroticism, and agreeableness. However performance expectancy, social influence, general self-efficacy, extraversion, conscientiousness, and openness to experience did not have a significant influence over use behaviour. Thus this study extends the theoretical model of UTAUT2 by incorporating personality constructs. More in particular, it highlights the importance of psychological aspects in predicting technology acceptance behaviour.