How Viable Is the UTAUT Model in a Non-Western Context?

  •  Kholoud Al-Qeisi    
  •  Charles Dennis    
  •  Ahmed Hegazy    
  •  Muneer Abbad    


The present research examines the plausibility of the Unified Theory of Acceptance and Use of Technology (UTAUT) model in predicting internet banking behaviour as a newly adopted technology in third world countries. Data is collected from three Arab countries: Jordan, Saudi Arabia and Egypt. Confirmatory factor analysis is used to test the hypothesized structural model. Findings are congruent with model testing under conditions of volitional usage behaviour. In this regard, the role of facilitating conditions variable is insignificant as a determinant of usage behaviour. Social norms variable also proved to be weak determinant of behavioural intentions. Findings demonstrate effort expectancy as the key determinant of internet banking usage behaviour in the examined markets, while users’ experience moderates the impact of effort expectancy on behavioural intention. Results should enhance our understanding of internet banking usage in developing countries and support e-services promoting in this region.

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