Abstract:
Mobile banking has revolutionised global financial services, yet adoption in rural
regions remains limited. While mobile penetration is high, user uptake of mobile
banking services is disproportionately low, revealing a critical gap between
technological availability and behavioural intention. This study investigates the
determinants influencing customers’ behavioural intention to use mobile banking,
focusing on a context where digital literacy and trust remain challenged. Based on the
Technology Acceptance Model (TAM), the study incorporates two extended
variables: Perceived Compatibility (PC) and Perceived Trust (PT), alongside the
traditional constructs of Perceived Usefulness (PU) and Perceived Ease of Use
(PEOU). The inclusion of PC and PT is justified by prior literature suggesting that
trust and the alignment of technology with users’ values and lifestyles significantly
shape technology adoption, especially in rural contexts. A quantitative research
design was employed using a structured, self-administered questionnaire. A snowball
sampling technique was selected as the sampling method and data were gathered from
200 mobile banking users across eight state and non-state commercial banks in the
Anuradhapura district. Data analysis included both descriptive and inferential
statistics, including multiple regression analysis to evaluate the impact of each
determinant on behavioural intention. Findings revealed that all four determinants
positively influence behavioural intention, with Perceived Trust emerging as the most
influential factor. These results underscore the critical role of trust and contextual
relevance in shaping user behaviour in digital finance. The study offers empirical
insights for policymakers, app developers, and financial institutions seeking to
expand mobile banking adoption in rural and underserved areas by addressing user
concerns related to trust, ease of use, and lifestyle fit. This research contributes to
existing knowledge by extending the TAM framework in a rural South Asian context
and offering practical implications for improving financial inclusion through targeted
mobile banking strategies.
