IMMBA – An Integrative Model for Mobile Banking Adoption: The Case of Saudi Arabia

The mobile industry is one of the rapidly growing markets in the world. This has created a unique platform for delivering mobile network-based social and financial services. Mobile banking is the best and last banking platform that provides value-added services anytime and anywhere with a reduction in effort, time, and money. However, there is a decrease in the adoption rate of these services in Arabian countries, including Saudi Arabia. Although there have been several studies to determine factors influencing the adoption of these services worldwide, few studies have been done in this part of the world. This paper considers the current literature on mobile banking to investigate the factors that increase mobile banking adoption in Saudi Arabia. We propose a new integrative model for mobile banking adoption (IMMBA) that combines and expands the IS Success and UTAUT2 models to include factors that account for Perceived Trust, Perceived Privacy, and Perceived Compatibility. IMMBA provides a comprehensive analysis of the current challenges of mobile banking adoption in Saudi Arabia. Identifying the factors that affect mobile banking adoption and understanding the relationships between them will help banks, particularly in Saudi Arabia, to lay a roadmap for the proper implementation of it following the perceptions of their customers.