Izvorni znanstveni članak
https://doi.org/10.2478/zireb-2026-0014
Adoption of Mobile Banking Services in Croatia: A Unified Theory of Acceptance and Use of Technology (UTAUT) Perspective
Dragan Benazić
orcid.org/0000-0001-5396-3706
; Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”, Pula, Croatia
Matko Biuk
; Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”, Pula, Croatia
Marko Paliaga
; Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirković”, Pula, Croatia
Sažetak
Mobile banking services represent relatively new services enabled by the rapid development of information and communication technology. The digital nature of mobile banking allows users faster, more accessible, and cost-effective access to various banking services, while providing banks with opportunities to reach new digitally-oriented customers and optimize service delivery costs. Despite these advantages, the adoption of mobile banking in Croatia is not on par with European Union countries, particularly Scandinavian countries, where the user rate exceeds 70%. This discrepancy indicates the need to investigate the factors influencing mobile banking adoption among Croatian users. This study aims to examine the application of an adapted UTAUT (Unified Theory of Acceptance and Use of Technology) model in the Croatian context, where such research remains underrepresented. An empirical study was conducted using a questionnaire, collecting 331 valid responses. The data were analyzed using the PLS method. The results of the empirical analysis suggest partial applicability of the UTAUT model in explaining the adoption of mobile banking services among Croatian users. The constructs of performance expectancy and facilitating conditions had a direct influence on behavioral intentions and, consequently, on the adoption of mobile banking, while effort expectancy had an indirect effect through performance expectancy on intentions and adoption. Financial costs and social influence did not have a significant impact on intentions or adoption of mobile banking services.
Ključne riječi
mobile banking; mobile banking adoption; UTAUT model
Hrčak ID:
347560
URI
Datum izdavanja:
31.5.2026.
Posjeta: 0 *