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has been cited by the following article:

• TITLE: Mobile Banking Choices of Entrepreneurs: A Unified Theory of Acceptance and Use of Technology (UTAUT) Perspective

  AUTHORS: Ashish Varma

  KEYWORDS: UTAUT, Entrepreneur, Mobile Banking, India, PLS-SEM

  JOURNAL NAME: Theoretical Economics Letters, Vol.8 No.14, October 20, 2018

  ABSTRACT: This study applies the unified theory of acceptance and use of technology (UTAUT) to investigate the entrepreneurial usage of mobile banking services. The study was conducted during 2017-18 using a partial least squares-structural equation modeling technique. A sample of 206 entrepreneurs, from fourteen sub-urban towns in India, was studied. The study found that mobile banking intentions mediates the relationship between all three; effort expectancy and use behavior, performance expectancy and use behavior and social influence and use behavior. There was no gender-based difference between the banking behavior among the entrepreneurs. The study also validates the UTAUT theory in an emerging market context. These findings are significant as the entrepreneurial choices regarding mobile banking in emerging markets demands more research. Mobile phones have a deep penetration in the emerging markets and so its role in facilitating the banking needs of the entrepreneurs should be ascertained. The study also contributes to the methods by illustrating the use of importance performance map analysis (IPMA) in the UTAUT context.