درک و مفهوم پذیرش، استفاده و انتشار بانکداری موبایلی در افراد مسن Understanding and conceptualising the adoption, use and diffusion of mobile banking in older adults: A research agenda and conceptual framework

1. Introduction Services enabled by information and communication technologies (ICTs) are becoming increasingly important to society (Barrett, Davidson, Prabhu, & Vargo, 2015; Mathiassen & Sørensen, 2008), with growth intensifying among the consumer markets (Tuunanen, Myers, & Cassab, 2010). Due to increasing penetration rates of broadband, mobile devices such as tablets, smartphones, online products, and services including online shopping, online banking and electronic government among society and organisations, ICT has become part of daily life (Choudrie & Vyas, 2014). Some attempts have been made to understand consumers’ use of such ICT services, although more research is required regarding their adoption and use (McKenna, Tuunanen, & Gardner, 2013). When considering the adoption and use issues, it is apparent that there also exists some resistance to innovation, and scepticism of new technologies by some groups of consumers (Jahanmir & Lages, 2015, 2016), which may cause new innovations to fail (Heidenreich & Spieth, 2013). Talke and Heidenreich (2014) argue that innovation resistance by consumers must be recognised to facilitate new product adoption. In response to innovation resistance, Talke and Hultink (2010) argue for the influence of different stakeholder groups for new innovations. There is a steady stream of research into the use of ICT by younger generations (Vodanovich, Sundaram, & Myers, 2010); however, few studies have explored the motivations and reasons underlying older adults’ adoption, non-adoption and use of ICTs (Choudrie & Vyas, 2014). There is evidence of older generations’ using mobile technology for online shopping and entertainment (Kuoppamäki, Taipale, & Wilska, 2017), but there is still little research about older adults’ use of a broader range of mobile services, for example, mobile banking (Chawla & Joshi, 2017). Given the scarcity of research on mobile banking and older adults, this research study was motivated to identify and understand the factors that would lead to the adoption, acceptance and widespread use of mobile banking among the older adult population. Taking this into consideration, alongside the importance of ICT in today’s society, the resistance that some consumer groups have towards adoption of new technologies and the recognition that older adults are less confident in using mobile banking, we were motivated to explore this research gap. We address this gap by proposing a research agenda based on the main themes of this research study and a conceptual framework to guide the study of mobile banking use by older adults. Shapira (2011) argues that conceptual frameworks provide a structure to organise observations while describing the structure in a precise way. They may also be used when the research phenomenon is at an early stage of enquiry, which our study is.