An Arab country's digital shift : a case study on factors influencing mobile banking adoption in the Arab World

This research investigates the factors influencing the adoption of mobile banking services in the Arab region, focusing mainly on a case study from Algeria. A conceptual model integrating the Technology Acceptance Model (TAM), Diffusion of Innovations (DOI), and Trust Theory is proposed to gain comprehensive insights. Empirical validation was conducted through a survey of 285 users of BaridiMob, a mobile banking application by Algeria Post, with data analysis conducted using structural equation modelling. The results showed that perceived usefulness, Ease of use, Trust, and attitude towards technology are vital determinants influencing adoption intention. Among these, perceived usefulness had the strongest impact, underscoring the importance of functional value in technology acceptance. Trust was also highlighted as crucial in shaping user attitudes and adoption intentions. These findings have significant implications for promoting mobile banking adoption in the Arab region and emerging economies. However, the study's limitations, including its cross-sectional design and use of convenience sampling, may affect the generalizability of the findings. Future research should employ probability sampling, longitudinal designs, and qualitative approaches to deepen understanding. Exploring additional variables affecting mobile banking adoption and testing the model in various cultural contexts within the Arab region is also recommended to comprehend technology acceptance and adoption nuances, thereby contributing to more effective strategies for promoting mobile banking adoption.