Key factors influencing mobile banking adoption: the perspective of banks

Abstract

Mobile banking is transforming how people interact with financial services, yet its adoption remains uneven, especially in trust-sensitive and digitally emerging markets like Bosnia and Herzegovina. This thesis investigates the key factors that influence mobile banking adoption, focusing on perceived usefulness, ease of use, trust, and demographic characteristics. The study is grounded in the Technology Acceptance Model, extended to include trust as an independent predictor. A cross-sectional survey of 206 bank clients in Bosnia and Herzegovina was conducted to examine how these factors shape both behavioural intention and actual usage. To test the hypotheses, a series of linear regressions were conducted. Findings confirm that perceived usefulness is the most powerful predictor of behavioural intention, followed closely by trust and perceived ease of use. Interestingly, trust does not strengthen the relationship between usefulness and intention, but it contributes directly and independently. Age did not have a significant effect, challenging the common assumption that younger users are more likely to adopt digital banking services. Behavioural intention significantly predicts actual usage, although other contextual factors also play a role. These results suggest that adoption is not simply a function of digital access or age, but of perceived value, trust in the service provider, and confidence in the interface. For banks operating in emerging markets, the path to higher mobile banking adoption lies in delivering clear value, intuitive design, and visible commitments to user security and reliability.