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Moderating Effect of M-Banking Apps Users' Demographic Variables on the Relationship between the Ease of Use and Brand Trust

Author

Listed:
  • Md. Rahat Khan

    (City University, Dhaka, Bangladesh)

  • Sanjoy Kumar Roy

    (City University, Dhaka, Bangladesh)

Abstract

The study aimed to determine the impact of m-banking apps' ease of use on brand trust, including the moderating effect of users' demographic factors on that relationship. The research was quantitative, where 400 samples were selected based on simple random sampling. The participants were m-banking app users based on their availability and popularity and concentrated on the Dhaka division. The collected data were processed through the SPSS V23 and SmartPLS. Structural equation modeling (SEM) was run to test the hypothesis. The study revealed a positive significant impact of m-banking apps' ease of use on brand trust. In addition, gender and age had a moderating effect on the relationship between ease of use and brand trust, especially the male and older class groups who had strong brand trust at the high level of m-banking apps' ease of use.

Suggested Citation

  • Md. Rahat Khan & Sanjoy Kumar Roy, 2023. "Moderating Effect of M-Banking Apps Users' Demographic Variables on the Relationship between the Ease of Use and Brand Trust," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(2), pages 249-265.
    • Handle: RePEc:men:journl:v:9:y:2023:i:2:p:249-265
    DOI: 10.11118/ejobsat.2023.015
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    References listed on IDEAS

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    1. Fernanda Leão Ramos & Jorge Brantes Ferreira & Angilberto Sabino de Freitas & Juliana Werneck Rodrigues, 2018. "The Effect of Trust in the Intention to Use m-banking," Brazilian Business Review, Fucape Business School, vol. 15(2), pages 175-191, March.
    2. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    m-banking apps; ease of use; brand trust; moderation effect; demographic factors; Bangladesh;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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