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Does gender differences play any role in intention to adopt Islamic mobile banking in Pakistan? An empirical study

Muhammad Jamal Haider (Glorious Sun School of Business and Management, Donghua University, Shanghai, China)
Gao Changchun (Glorious Sun School of Business and Management, Donghua University, Shanghai, China)
Tayyaba Akram (Glorious Sun School of Business and Management, Donghua University, Shanghai, China and Faculty of Management Sciences, Balochistan University of Information Technology, Engineering and Management Sciences, Quetta, Pakistan)
Syed Talib Hussain (Glorious Sun School of Business and Management, Donghua University, Shanghai, China)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 June 2018

934

Abstract

Purpose

Tremendous growth and worldwide expansion of Islamic banking industry has gained widespread attention of economist, bankers, investors and financial experts regardless of economic and political volatility in global banking industry. To compete with conventional banking, Islamic banks are setting up themselves with innovative technologies to gain competitive edge and market share. The establishment of mobile banking has been proven a technological wonder by eliminating time and space boundaries, and one can access financial services anywhere and at any time. For effective market segmentation, recognizing gender differences in factors affecting the adoption patterns of m-banking may provide competitive edge. Therefore, this paper aims to investigate how gender differences impact the intention to adopt Islamic mobile banking in Pakistan.

Design/methodology/approach

The study uses extended technology acceptance model (TAM) on final 243 participants from Pakistan. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) methodology has been applied for data analysis using SPSS 21 and AMOS 21.

Findings

Results have identified two interesting and different models for males and females in intention to adopt Islamic mobile banking. It is inferred that males are more task driven and desire for personality, value and status, so their intention is significantly impacted by perceived usefulness and perceived self-expressiveness. Whereas, females have found lack of IT knowledge and trust; therefore, their intention is significantly impacted by perceived credibility. However, the perceived financial cost was found of no concern for both males and females and social norms influenced the adoption, but there existed no significant gender differences.

Originality/value

The contribution of this study to existing literature is twofold. First, the existing research on mobile banking has mainly applied TAM on conventional banking overlooking the important ethnic group, the Muslims, who prefer Islamic banking. Second, the impact of gender differences is investigated in factors affecting intention to adopt Islamic mobile banking that has not been studied previously. The study fills the gap.

Keywords

Citation

Haider, M.J., Changchun, G., Akram, T. and Hussain, S.T. (2018), "Does gender differences play any role in intention to adopt Islamic mobile banking in Pakistan? An empirical study", Journal of Islamic Marketing, Vol. 9 No. 2, pp. 439-460. https://doi.org/10.1108/JIMA-11-2016-0082

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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