Mobile Banking Adoption: Examining the Role of Personality Traits

Abstract

A number of studies have been conducted on the salient factors that influence consumers’ intention to adopt mobile banking services. However, none of these studies has explored the impact of personality traits on consumers’ intention to adopt mobile banking services. This study investigates the impact of personality traits on users’ intention to adopt mobile banking. Data gathered from 482 mobile banking users in Ghana via a convenience sampling technique using a questionnaire survey were analyzed using structural equation modeling. The results show that agreeableness, conscientiousness, and openness to new experience significantly impact users’ intention to adopt mobile banking through perceptions of usefulness and ease of use, with agreeableness showing the strongest total effect, followed by conscientiousness. The results also reveal that perceived usefulness and perceived ease of use are salient predictors of users’ intention to adopt mobile banking. The study underscores the need for service providers to focus on designing effective marketing strategies that recognize different user personality traits so as to improve adoption.