The Role of Personality Traits on Users’ Intention to Adopt Mobile Banking: The Case of Commercial Bank of Ethiopia, Addis Ababa
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Date
2024-10
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Addis Ababa University
Abstract
This study used the Commercial Bank of Ethiopia as a case study in Addis Ababa to assess how personality factors affected users' intents to utilize mobile banking.
This study was conducted using a quantitative research methodology. The CBE in Addis Ababa City was the study's primary data source. The primary data was collected using a questionnaire survey. A total of 385 questionnaires were distributed, and 375 of them were completed, for a response rate of 97.4%. The data were collected using convenience sampling. The study used an explanatory and correlational research design. The study used structural equation modelling and confirmatory factor analysis (CFA) to investigate the relationship and effects of explanatory variables (i.e., agreeableness, conscientiousness, and openness to new experiences, neuroticism, extraversion, perceived usefulness, and perceived ease of use) on CBE mobile banking service adoption. Using SPSS in AMOS, structural equation modeling and confirmatory factor analysis were used to analyze the data. Data was analysed using SPSS in AMOS, structural equation modelling, and confirmatory factor analysis.
When all other factors are controlled for, the study's findings show that extraversion and neuroticism have no discernible effect on perceived utility or ease of use. Characteristics like consciousness, agreeableness, and openness to new experiences all have a major impact on perceived utility and simplicity of use. Furthermore, in the context of CBE, PU and PEOU have a considerable impact on intentions to use mobile banking.
The report suggests that in order to secure profitability and enhance market share, mobile banking service providers affiliated with Commercial Bank of Ethiopia had to take into account these essential components during the formulation of appropriate marketing and product development plans. Because financial institutions and app developers may create more specialized marketing campaigns, user interfaces, and support systems to promote increased adoption of mobile banking by having a better grasp of these personality traits.
Keywords: Personality traits, Mobile banking service, Commercial Bank of Ethiopia, Addis Ababa.