Investigating the Impact of Perceived Usefulness, Ease of Use, and Risk on the Adoption of Mellat Mobile Banking Among Base -of-the-Pyramid Customer Groups: The Mediating Role of Attitude

The present study aims to examine the impact of perceived usefulness, perceived ease of use, and perceived risk on the adoption of Mellat Mobile Banking among base-of-the-pyramid (BOP) customer groups, with attitude acting as a mediator (۲۰۲۳). This research follows a descriptive-correlational design and is applied in terms of purpose. The statistical population consists of customers of Mellat Bank branches in Kerman, exceeding ۱۰,۰۰۰ individuals. Using Morgan’s table, a sample size of ۳۸۴ respondents was selected. Data collection was conducted through standardized questionnaires measuring perceived usefulness, perceived ease of use, perceived risk, attitude, and adoption. The collected data were analyzed using descriptive and inferential statistics via SPSS ۲۳ and Smart PLS۳. The findings revealed: ۱) Perceived usefulness has a positive and significant relationship with the attitude of BOP groups. ۲) Perceived ease of use has a positive and significant relationship with the attitude of BOP groups. ۳) Perceived risk has a negative and significant relationship with the attitude of BOP groups. ۴) The attitude of BOP groups has a positive and significant impact on the adoption of Mellat Mobile Banking. The study concludes that perceived usefulness, ease of use, and risk influence the attitude of BOP customers, thereby affecting their adoption of mobile banking. Hence, addressing these factors is indispensable and undeniable for successful implementation.

کلیدواژه ها:

Perceived Usefulness ، Perceived Ease of Use ، Perceived Risk ، Attitude ، Mobile Banking Adoption