The mediating role of hedonic motivation on the relationship between adoption of e-banking and its determinants
International Journal of Bank Marketing
Article publication date: 5 June 2017
The purpose of this paper is to examine the combined roles that perceived usefulness (PU), perceived ease of use, perceived security and hedonic motivation play on the adoption of e-banking. It also aims to determine the ability of hedonic motivation to transfer the effect of other determinants of e-banking adoption.
In order to empirically test the conceptual model of this study, data were collected from the users of e-banking in Nigeria. A total of 266 questionnaires were analyzed using partial least square structural equation modeling.
The empirical results revealed a significant and positive relationship between PU, perceived security and e-banking adoption. The same result was found to be applicable to the relationship between PU, perceived ease of use, perceived security and hedonic motivation. However, support was not found for the relationship between perceived ease of use and adoption of e-banking. Hedonic motivation plays a mediating role between PU, perceived security and e-banking adoption. The study did not find a mediating effect of hedonic motivation between perceived ease of use and e-banking adoption.
The results of this study provide insights for banking practitioners to know which aspect of e-banking to improve and to aid with policies that will increase adoption. Furthermore, improvements in hedonic motivation will also significantly increase adoption of e-banking.
This study is one of the pioneer studies that tests the mediating influence of hedonic motivation.
Salimon, M.G., Yusoff, R.Z.B. and Mohd Mokhtar, S.S. (2017), "The mediating role of hedonic motivation on the relationship between adoption of e-banking and its determinants", International Journal of Bank Marketing, Vol. 35 No. 4, pp. 558-582. https://doi.org/10.1108/IJBM-05-2016-0060
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