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Article
Publication date: 22 October 2020

Perengki Susanto, Mohammad Enamul Hoque, Nik Mohd Hazrul Nik Hashim, Najeeb Ullah Shah and Mohammad Nur A. Alam

In recent years, the usage rate of electronic money (e-money) has grown rapidly in many countries around the world and is becoming widely accepted in developing nations…

Abstract

Purpose

In recent years, the usage rate of electronic money (e-money) has grown rapidly in many countries around the world and is becoming widely accepted in developing nations due to evolving market conditions and buying patterns. This study explores the determinants of customers' behavioural intention (BI) and actual usage behaviour (UB) of e-money service in a transition economic setting. Additionally, since there has been limited research on moderating influences, this study introduces perceived risk (PR) as a moderator, underpinned by relevant technology acceptance and behavioural theories.

Design/methodology/approach

The proposed model and hypothesised variable relationships are tested using partial least squares-structural equation modelling (PLS-SEM) with survey data from 337 e-money service users in Indonesia.

Findings

The empirical results revealed that facilitating conditions (FCs), hedonic motivation (HM), price value (PV), habit (HT) and PR are important determinants of customers’ BI towards e-money and most of these variables also affect actual UB of e-money services. Performance expectancy (PE), effort expectancy (EE) and social influence (SI) emerged to be insignificant determinants. The study also uncovered that PR negatively moderates the links between EE, SI, HM, PV and BI towards e-money services. Likewise, PR has an adverse effect on the BI–actual UB relationship.

Research limitations/implications

A large portion of the sample comprised young individuals with tertiary education. In essence, the sample represents the millennial generation and they are generally characterised as responsive, innovative and technology literate. Future studies could advance the present understanding by comparing different customer backgrounds and country.

Practical implications

The results shed light into the key factors that enhance e-money usage behaviours and have direct managerial implications with regard to brand strategy and market targeting. The findings imply that e-money service providers should take initiatives to retain users with effective and personalised marketing efforts, particularly via mobile media brand promotions.

Originality/value

While there has been considerable discussion on how PR may impact on initial preference and adoption of e-money, existing studies seem to fall short in conceptualising and empirically examining the moderating role of PR on the determinants and outcome of e-money BI.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 24 September 2018

Mohammad Enamul Hoque, Nik Mohd Hazrul Nik Hashim and Mohammad Hafizi Bin Azmi

The purpose of this paper is to introduce a conceptual framework that can facilitate investigations concerning the impact of marketing communication and financial…

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Abstract

Purpose

The purpose of this paper is to introduce a conceptual framework that can facilitate investigations concerning the impact of marketing communication and financial consideration on the relationship between customer attitude and purchase intention of Islamic banking products and services.

Design/methodology/approach

This conceptual paper is structured based on the extant literature; it provides a review of theoretical perspectives, highlights the gap and illustrates the significance for developing a framework.

Findings

The authors identify notable patterns and limitations in previous empirical studies. Specifically, despite increasing interest in Islamic banking customer behavior, prior research has not given much attention to explore moderating effects on the customer attitude–intention link. This has left researchers and bank managers with very limited information to explain the conditions that enhance customers’ attitude and intentions toward Islamic banking products. Based on this backdrop, the paper displays a viable research model with propositions that assess potential moderating effects on the domain relationship.

Research limitations/implications

This paper contributes to Islamic banking and management literature because prior research has predominantly focused on variables that directly influence customers’ behavior. This novel conceptual framework enables managers to better understand their customers and has implications for emerging themes, such as formulating strategies for specific customer groups and internationalization process. In addition, this paper provides a starting point to empirically examine whether and how the proposed moderators affect the link between customer attitude and behavioral intentions to purchase Islamic banking products.

Originality/value

To the best of knowledge, this is the first attempt to introduce relevant moderating variables for investigating the attitude and intention nexus in an Islamic banking context. Furthermore, the authors propose a new measure, namely, profit-loss sharing proportions which could enhance customers’ intention to purchase Islamic banking products.

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