Description
Paper Guidelines Please find below a few helpful guidelines for the development of your paper. The structure of the paper should be as follows: 1- Introduction (contains proof that your topic is fills a gap in the scholarly literature because no other study investigated it – also contains your full thesis statement) 2- Literature Review (detailed below – also contains historical background or general background on your topic) 3- Theoretical Framework (you can choose one or more than one theory for your study) A- Theoretical Framework Overview B- Concepts related to the theory C- Concepts relevant to your paper and justification of why and how you will use them 4- Research Methodology A- Research Design: qualitative or quantitative or both and why?? B- Research Questions, Concepts or Variables to be used (ex. For Uses and Gratifications: Entertainment, Relaxations,… are variables) C- Data Collection :interviews, survey, focus group,… D- Data Analysis) 5- Findings and Analysis (detailing your findings and relating them to what you found in the literature review) 6- Conclusion Every chapter of your paper (not the introduction or conclusion) should be begin with an overview of the chapter (ex. This chapter deals with Or discusses…..) the introduction of every chapter provides your reader with an outline of what the chapter is about or an overview. Literature Review What should I search for in the Literature Review: 1-Topic of the article your read (the main theme/thesis statement/purpose) 2- Framework used to investigate the topic 3- Methodology used 4- results found Also provide your input (criticism on the article)
1LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING:A USES AND GRATIFICATIONS APPROACHA ThesisSubmitted in partial fulfillmentof the requirements for the degree ofMasters of Arts in Media Studies/ AdvertisingDepartment of Mass CommunicationFall, 2014LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 2Lebanese Consumers’ Adoption of Mobile Banking:A Uses and Gratifications ApproachThis study seeks to examine the attitudes and beliefs of the Lebanese consumers toward the adoption of mobile banking from a uses and gratifications approach as adapted from Blumler and Katz (1974). Demographic, socioeconomic and psychographic variables will be used to stratify data obtained from fieldwork. Factors such as perceived risk, social influence, perceived usefulness, ease of use, time saving and controllability are used to examine the possible impact of the adoption level of mobile banking in Lebanon. Moreover, increased attention from practitioners makes the examination of mobile commerce in general and mobile banking in particular a crucial topic (Jason, Yufei, & Norm 2002; Al-Fahim, Jamaliah, Jusoh, 2013; Charbaji, 2008, Süleyman, 2008 and Toufaily, Daghfous, Toffoli, 2009). Particularly, consumers’ beliefs and attitudes towards mobile commerce and mobile banking have become an intensely studied research area. However, most of these studies focus on consumers of U.S. or other developed countries like Japan. A study conducted in Ontario, Canada by Zhang, Yuan and Archer (2002) investigates the driving forces for M-commerce success. Another good example is the study conducted by Mennecke and Strader (2003) in Michigan, USA that investigated the mobile commerce technology, theory and applications. Bigné, Ruiz and Sanz (2007) examined the factors that affect mobile users in adopting the mobile commerce in Spain. The sprouts of the information and computer technology are making people more familiar with the Internet, electronic diaries and mobile phones (Ibid.). The study conducted by Bigné et al. (2007) had two purposes. The first was to analyze the relation with the mobile, demographics, non-store shopping previous experience and attitudes. The second was to identify the key factors for future mobile commerce intention.Unlike the Western world where there are extensive studies on mobile banking, veryLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 3few studies have been conducted on mobile banking adoption in Arab countries, Lebanon included. Charbaji (2008) examined the antecedents and consequences of the risk taking behavior of mobile commerce adoption in Lebanon in 2008. Nasrie (2011) conducted a different research in 2011 about the factors influencing the adoption of Internet banking in Tunisia. Nasrie highlighted the effects of demographics, convenience, prior Internet knowledge, security perception and perceived risk. While the research conducted by Charbaji exhibits some of the major factors affecting the adoption of mobile commerce and banking, it does not cover the factors affecting the consumers’ uses and gratifications among Arab consumers. In fact, none of the studies investigate the uses and gratifications of mobile banking within the Lebanese community. This research will bridge this gap in the scholarly literature through examining the uses and gratifications of using mobile banking in Lebanon.RationaleThe importance of this research lies in the fact that previous studies do not interpret or reflect the attitudes and beliefs of the Lebanese consumers. Conducting a detailed study on the Lebanese market and how the Lebanese consumers adapt to mobile technology will help give a clearer picture of the extent to which the mobile banking industry is being put to use and how. Further, this study will provide new insights on the mobile commerce industry in Lebanon to help local and international companies and banks that are keen on doing business in Lebanon.Purpose of the StudyThe purpose of this research is to examine the attitudes and beliefs of the Lebanese consumers’ toward mobile banking from a psychographic and demographic point of view. This research aims as well to make a contribution to the social and scientific discussion on the factors affecting the adoption of the mobile banking industry in Lebanon. The following section sets out the objectives of the study.LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 4ObjectivesThe objective of the study is to investigate the factors that affect the uses and gratifications of the Lebanese consumers in adopting mobile banking. It examines the attitudes of the Lebanese consumers toward mobile banking, which is one of the most stable digital markets in nowadays’ economic downturn.From the objectives, the study seeks to answer a number of research questions and test hypotheses for the research.Research QuestionsTo be able to study how Lebanese consumers’ use mobile banking and what factors affect this use, the following research questions will be addressed: RQ1: What are the gratifications that Lebanese consumers obtain from mobile banking? RQ2: What is the impact of demographic, socioeconomic, and psychographic variables on the attitudes of consumers towards perceived risk, social influence, perceived usefulness, ease of use, time saving and controllability on mobile banking adoption in Lebanon? RQ3: What recommendations supported by the research findings can help promote future research in this area together with providing relevant information to banks with regards to mobile banking?LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 5Hypotheses The hypotheses of the research are: H1: It is more likely that young Lebanese participants with prior Internet banking knowledge are more flexible in adopting mobile banking than the older non-internet participants. H2: In line with previous literature of Charbaji (2008), there is an association between demographic, socioeconomic, psychographic variables and the use of mobile banking applications.Literature ReviewA detailed discussion of mobile banking in Lebanon cannot be undertaken without providing an overview of the Lebanese context in online banking and more precisely in mobile banking. Although an extensive amount of literature is available on electronic commerce, mobile commerce in general and mobile banking in particular is still an unexplored area of research in Lebanon. Mobile baking services were first introduced in Lebanon almost five years ago. Till this date, the mobile banking platform is still in a development phase, since not all the Lebanese banks have mobile banking applications. Thus, a review of the literature on mobile commerce in general is essential to have a better knowledge of the topic. Originality, fast development, and possible uses of mobile commerce make it a “technological frontier” and an interesting research area (Ngai & Gunasekaran, 2007, p.4).LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 6Mobile paymentThere is a difference between mobile payments, or any payment done via a mobile device browser or via an application on the mobile phone, and mobile commerce which is the online shopping platform for goods or services on the mobile (De Lange, Longoni, Screpnic, 2012). Online payment is growing fast and becoming more global. Mobile devices take the Internet literally everywhere, thus mobile Internet is becoming the infrastructure of every payment context (De Lange et al., 2012). The driving force of the mobile payment revolution is directly linked to the increase in mobile and Internet based social networks, virtual goods and games, popularity of mobile applications and the considerable number of unbanked customers (De Lange et al., 2012). The investigation by De Lange et al. (2012) offers clear insight into the online payment industry across the globe where they discussed the online industry situation in the developing as well as underdeveloped countries. The study presented an overview of the online payment trends as identified them from the daily consulting practice. De Lange et al. (2012) further discussed thoroughly the redefined roles of banks due to the mobile revolution. Their investigation showed that Africa is still a cash-based society, Asia-Pacific customers are moving beyond the cash only trend and is considered to be a giant in size and diversity; European customers are building a vivid e-commerce market, Latin American’s near future has a promise for online payments; North American customers and companies just like many other industries are setting the scene for e-payments; the Middle East is considered to be a growing e-commerce market where the electronic commerce volumes are projected to increase exponentially in the coming years to hit $15 billion by 2015 (Ibid). However, De Lange et al. (2012) examined the factors behind Middles Eastern consumers avoidance of online purchasing and these can be summarized as follows: lack of suitable payments alternatives for example PayPal is unavailable in most of the countries, lack of local online retailers, unreliable delivery, inability to process order or delivery, webLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 7site designs that are not user friendly and do not comply with the industry’s guideline and best practices, bad internet connection and finally items were out of stock. Nevertheless, the continuity of mobile commerce is deeply contingent on how easy and user friendly the service is (Aziz, Hashmi, 2009).UsabilityAziz and Hashmi (2009) examined the usability principle of mobile commerce in Sweden. They attributed the success of mobile commerce to the effective user-friendly interface design. The research was of qualitative nature with a case study approach. A satisfaction questionnaire on forty graduate level college students was conducted to collecting the empirical data of the mobile commerce research. To be able to investigate the usability of Wap services among their young sample, Aziz and Hashmi had chosen two giants American WAP portals. These portals were the CNN.com that is known as the cutting edge portal for acquiring information and the AMAZON.com that is well recognized as the world most successful shopping portal especially for books and magazines. The conceptual framework helped divide the study into segments that discussed the usability flaws as well as the user-friendly interface design. The result of both case studies yielded common opinions such as providing high customer value, flexibility and good usability experience. Conducting an exploratory qualitative study among postgraduate students in Malaysia, Al-Fahim, Jamaliah and Jusoh (2013) investigated the factors affecting the Internet banking adoption. They examined 4 adopters and 4 non-adopters in a Technology Acceptance Model (TAM). Their theoretical framework paved the way to coming up with five major factors affecting the adoption process: convenience, ease of use, trust, security and awareness. The questionnaire used helped in understanding the nature of the factors involved for the adopters and the non-adopters. . The factors that affected non-adopters were fear for trust, ease of use, awareness and security, while adopters had sufficient knowledge and experience in using InternetLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 8Banking (Al-Fahim et al., 2013). Results of the study showed that both realized the benefits and convenience of Internet banking.Factors of online mobile banking and commerceResearches on mobile banking and mobile commerce in the Middle East in general and in Lebanon in particular are in the early stages. Online mobile services are divided into financial services that could be classified into mobile payments, mobile banking, mobile brokerage and mobile entertainment such as games, music and videos, information services such as news, and forecasts, mobile advertising and mobile shopping (Charbaji, 2008). Charbaji examined the antecedents and consequences of the risk taking behavior of mobile commerce adoption in Lebanon through conducting a study on a Lebanese sample that have access to mobile services. Her quantitative study investigated 5 major areas: motives & psychographic (lifestyles and hobbies), perceived ease of use, adopting mobile commerce, perceived credibility and experience. Factor analysis and two statistical analyses were carried out and the result of mobile commerce through payment yielded a direct relation between age, income and average monthly payment bill. She further decomposed the relationship between dependent variables (respondent’s attitudes toward adopting mobile commerce) and the independent variables (motives, experience and perceived ease of use). The results of her study were inconclusive and required further research on a larger sample. Charbaji also tested two hypothetical causal models both based on Technology Accepting Model (TAM).Adoption of mobile commerce differs between customers and groups. The common motives used were identified via Maslow’s hierarchy of needs, which are the safety, belongingness, self-esteem and self-actualization. Toufaily, Daghfous and Toffoli (2009) also examined the adoption of E-banking by Lebanese banks. Their research findings revealed 6 major factors that exert a significant impact on the adoption of E-banking. OrganizationalLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 9variables of bank size, presence of functional divisions, technical staff, infrastructure, degree of international experience and the tolerance of risk of the decision makers affect substantially the adoption of E-banking by the Lebanese Banks (Ibid). They highlighted the organizational, structural and strategic factors that can speed up or slowdown the adoption of E-banking innovations by financial institutions in the Lebanese market. Their conceptual model is developed based on a review of the major innovation adoption theories and other research findings. Aboelmaged and Gebba (2013) examined mobile banking adoption in the United Arab Emirates using the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). They surveyed 119 undergraduate and postgraduate students in Dubai to observe the outcome of the TAM and TPB variables on the intention of mobile banking adoption and usage. Six hypotheses were tested; the hypotheses revolved around attitudes, perceived behavioral control, perceived subjective norms, perceived usefulness, and perceived ease of use in positively influencing the mobile banking adoption. The result of their study yielded four hypothesis to be accepted and three hypothesis to be rejected leading to an acceptable research study. Their study indicates that attitudes and subjective norms positively influence mobile banking adoption. Furthermore, they discovered that usefulness influences the individual’s attitude toward adopting mobile banking. Likewise, the investigating whether the usefulness of mobile banking is affected directly by the perception of ease of use, yielded positive results. Yet they found out that the perception of behavioral control and usefulness do not affect the adoption of mobile banking. In addition, they rejected the final hypothesis, which states that the ease of use will not positively influence the perceived usefulness of mobile banking. Investigating the same topic through a questionnaire conducted on 301 candidates. The respondents varied between 71% males and 29% females with ages ranging between 18 years and above 60 years, H. Khraim, Al-Shoubaki and A. Khraim (2011). Khraim et al. (2011) uncovered 6 factors in their study that influence mobileLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 10adoption in Jordan. Self-efficacy, compatibility, risk, trialability, complexity and relative advantages were the major players in the adoption model of the Jordanian consumers. Another empirical study was conducted to inspect the adoption of mobile banking service in Jordan. Shammot and Al-Shaikh (2008) investigated 59 bank branch managers across three different regions in the country. Content validity was established through literature review, face-to-face interviews and a questionnaire. The result of the location based banks in Amman yielded two advantages of using mobile banking: easy to use and E-security. Male managers across the country felt that by using mobile banking, customers’ problems can be solved and accounts are kept confidential.As can be seen from the literature review, the studies on Lebanon deal with the adoption of mobile commerce using Technology Acceptance Model (TAM), yet they do not touch upon the consumers’ uses and gratifications of mobile banking. This proves the need for the current study that will assess the adoption of mobile banking and its use from the consumers’ perspective.Uses and Gratifications Theory This section discusses uses and gratifications theory in order to guide the operationalization of the present study. Blumler and Katz (1974) explained that media users play a major role in choosing and using the media. Ruggiero (2000) considers the uses and gratifications theory as a rigorous social science theory. Katz, Blumler and Gurevitch (1974) had put the term “Media gratifications” in two contexts, gratifications sought and gratifications obtained. This theoretical framework focuses on how people use a certain medium over another and attempt to explain the gratifications consumers obtain in a particular medium. It gives great benefits to identify the users motivations for computer and technology usage as it paves the way for the researcher to acquire a great deal of knowledgeLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 11on the attitudes of the busy technology users toward the mobile services (Stafford and Gillenson, 2004). Denis McQuail (1987) frames the media use in five categories: information, personal identity, integration & social interaction and entertainment. However, Blumler and Katz (1974) argued that each individual has different social and psychological origins, leading to variance in media exposure patterns resulting in satisfying the needs and in other consequences. This approach is expanding drastically with the expansion of the digital media and Internet. That said, mobile Internet services including financial, entertainment, information, shopping and advertising are becoming essential criteria of any business worldwide. Thus applying this theory as a framework to my study will give it a new perspective and help create a solid and holistic outcome. The uses and gratifications model might help fill the gap that preceding studies failed to shed the light on. Several gratification factors will be investigated in the study including ease of use, controllability, perceived usefulness, time saving and speed. Examining the research through this model would help gain more knowledge and understanding about the attitudes and motives that drive the Lebanese consumers in adopting mobile banking services.MethodologyIn this section I am going to specify the methodology to be used to carry out the research. The research will follow the behavioral methodology of experimental quantitative research in the social sciences. Due to the nature of this study that focuses on the impact of socio-demographic and psychographic variables on attitudes, a qualitative narrative approach was ruled out. The sample, tools and procedures used in the study will be discussed in the section that follows.LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 12MethodsThe methods section is undeniably the heart of the research proposal. This section will include four main areas: the type of the study being conducted, the sample selection and data collection procedures.Sample/ParticipantsIn order to answer the research question, a survey on Lebanese participants will be conducted. The target population for this study is located in three areas: Beirut, Metn and Jounieh. The survey will be constructed on a sample consisting of 250 participants based on stratified sampling technique where characteristics of individuals are used as a basis of selection. The sample will be stratified by independently selecting a separate simple random sample from each of the following stratum: gender (56% males and 44% females), age groups (25 to 60 which is the ideal age for technology users in general and mobile banking services users in particular), education level, employment level and income. Thus they will be selected based upon relevance to the criterion in question. In general, the sample is to be selected from my Facebook contact list in addition to contacts in my professional network. The Participants will be given an informed consent form (Appendix I) in which it assures confidentiality and gives respondents the right to withdraw from the study at any moment.QuestionnaireThe questionnaire will include two categories of questions. The first will comprise the status of the participants that contains gender, salary, age, and education. The second is divided into two sections where the first will include a number of general motivation and gratification statements that respondents should answer along a five-point Likert-type scale ranging from 1: “Strongly Disagree”, 2: “Disagree”, 3: “Neutral”, 4: “Agree” to 5 asLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 13“Strongly Agree”. These questionnaire items will include statements such as “mobile banking saves me time”, “I enjoy banking services on my mobile over traditional paperwork, mobile banking interface is easy to use”, “shopping on my mobile is convenient”, and I am always in control while using mobile banking.” The second section will include general uses statements in which each respondent is asked to place him / herself on a scale from 1: “Very Uninterested”, 2: “Uninterested”, 3: “Neutral”, 4: “Interested” to 5: “Very Interested”. Questions related to this section will revolve around statements such as “I use my mobile device: to check my bank accounts, to make transactions, to pay my bills for mobile entertainment such as videos, game and music, to pay while shopping instead of a credit/debit card.” All the questionnaire items were adapted from the uses and gratifications theory (Blumler & Katz, 1974) that emphasizes how people use their mobile devices and identifies the gratifications behind using this medium.ProcedureParticipants will be asked to participate and complete the questionnaires for a research that aims at better understanding the Lebanese consumers’ attitudes towards mobile banking adoption. After filling these questionnaires, the data will be coded and entered into the Statistical Package for the Social Sciences (SPSS), and will be later analyzed and explained in more details.LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 14Conceptual Framework for Data Analysis Hypotheses will be tested according to the following statistics: To test H1: young Lebanese participants with prior Internet banking knowledge are more flexible to adopt mobile banking than the older non-internet participants, a cross tabulation and Chi-square test will be used. First, continuous data (adoption level) will be collapsed into three categories ranging from low labeled as 1 to middle as 2 and high as 3, whereas the age will be divided between two categories labeled as 1 for young and 2 for old. This will allow running a Chi-square on categorical nominal data. H2 which seeks to test whether there is an association between demographic, socioeconomic, psychographic variables and the use of mobile banking applications, Chi-square test where continuous data will be categorized into three categories for education labeled as 1 for low, 2 for middle and 3 for high as well as the attitudes will be divided into five categories each labeled accordingly 1: very uninterested, 2: uninterested, 3 as Neutral 4: as interested and 5:very interested. Following this I will run a Chi-square on categorical nominal data. Coding will be done using Statistical package for the Social Sciences (SPSS). The independent variables will be age, gender, education level, marital status, income, occupation and lifestyle (hobbies, interests…). The data will result in findings and then discussions that will be provided in the following part.Findings and DiscussionThe results generated from questionnaires will be presented in tables and graphs followed by a narrative discussion compared with the literature review. It will show how the study converges and diverges from the literature review. The hypotheses will be discussed using the findings of the content analysis, which focuses on the level of adoption of theLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 15mobile banking among the Lebanese consumers to critique the importance of this industry. The findings will be further detailed in the conclusions. As for the limitations, they will be discussed in the section set forth.LimitationsDue to the size of my sample and the specific variables used, this research is not without limitations. Due to the relatively small sample size, generalizations cannot be made. However, common sense discussions supported by evidence may overcome this limitation. Since no single study is perfect this will add new aspect on mobile banking in the future and will contribute new idea to the stock of knowledge that will be presented as follows.Contribution to KnowledgeThrough the dissemination of results, the finding might make a contribution to the existing stock of knowledge in the field. The study will give a statistical interpretation on the Lebanese consumers’ mobile banking adoption. As mentioned in the literature review, few studies had examined the attitudes and beliefs of consumers toward mobile banking in Lebanon. After conducting this research, I expect to come up with dimensions for explaining the relationship between the attitudes of the Lebanese consumers towards adopting the mobile banking technology and their behavioral responses in which they could be perceived risk, social influence, perceived usefulness, ease of use, time saving and controllability.LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 16Time-lineSteps in thesis processActivitiesMay 26-June 27June 28-July 18July 19-Sep 15Oct 1- Nov. 1Nov. 25Nov 28TBABackground Research
Introduction
Literature review3.Establish methodologyFieldwork research
Finalize instruments
Collect dataData analysis and interpretation
Statistical analysis
Write up findings and discussion chapterWriting up and final review
Write up entire thesis
Submit first thesis draftCorrecting and feedback
Correct thesis
Submit final draftDefense preparationsPrepare PowerPoint for defenseOfficial defense dayLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 17ReferencesAboelmaged, G. M., & Gebba, R. T. (2013). Mobile Banking Adoption: An Examination ofTechnology Acceptance Model and Theory of Planned Behavior. International Journal of Business Research and Development, 2(1), 35-50.Al-Fahim, H. N., Jamaliah, W., & Jusoh, W. (2013). An Exploratory the Factors Affectingthe Internet Banking Adoption. A Qualitative Study Among Postgraduate Students. Paper Proceeding of the 5th Islamic Economics System Conference.Al Hinai, Y., Kurnia, S., & Johnston, B. (2007). Adoption of Mobile Commerce Services byIndividuals. A Meta-Analysis of the Literature. University of Melbourne, Melbourne.Aziz, W., & Hashmi, Y. (2009). Usability Principles for Mobile Commerce (Master’sThesis). Luleå University of Technology, Sweden. (LTU-PB-EX–09/053–SE).Bauer, H., Reichardt, T., Barnes, J. S., & Neumann, M. M. (2005). Driving consumeracceptance of mobile marketing: A theoretical framework and empirical study.Journal of Electronic Commerce Research, 6(3).Bigné, E., Ruiz, C., & Sanz, S. (2007). Key Drivers of Mobile Commerce Adoption. AnExploratory Study of Spanish Mobile Users. Journal of Theoretical and Applied Electronic Commerce Research, 2(2), 48-60.Blumler J. G. & Katz, E. (1974). The Uses of Mass Communications: Current perspectiveson gratifications research. Beverly Hills, CA: Sage.Chan, S., Fang, X., Brzezinski, J., Zhou, Y., Xu, S., & Lam, J. (2002). Usability For M-Commerce Across Multiple Form Factors. Electronic Commerce Research, 3(3).Charbaji, A. R. (2008). Antecedents and Consequences of the Risk Taking Behavior ofMobile Commerce Adoption in Lebanon (Master’s Thesis). American University of Beirut, Beirut.Coursaris, K. C., & Kim, J. D. (2006). A Qualitative Review of Empirical Mobile UsabilityLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 18Studies. Proceedings of the Twelfth Americas Conference on Information Systems, Acapulco, Mexico, 1-14.De Lange, J., Longoni, A., & Screpnic, A. (2012). Online Payments 2012. Moving BeyondThe Web. Ecommerce Europe, 1(2), 79-83.Khraim, S. H., Al Shoubaki, Y., & Khraim, A. (2011). Factors Affecting JordanianConsumers’ Adoption of Mobile Banking Services. International Journal of Business and Social Science, 2(20), 96-105.Mennecke, E. B. (2003). Mobile Commerce. Technology, Theory, and Applications.Iowa State University, USA.Nasri, W. (2011). Factors Influencing the Adoption of Internet Banking in Tunisia.International Journal of Business and Management, Tunisia, 6(8).Ngai, T., & Gunasekaran, A. (2007). A review for mobile commerce research andapplication. Decision Support Systems, 43(1), 3-15.Norazah, S., & Norbayah, S. (2011). Exploring the relationship between perceivedusefulness, ease of use, enjoyment, attitude and subscribers’ intention towards using3G mobile services. Journal of Information Technology Management, 22(1).Rajala, R., Rossi, M., Tuunainen, K. V., & Vihinen, J. (2007). Revenue logics of mobileentertainment software: observations from companies producing mobile games.Journal of Theoretical and Applied Electronic Commerce, 2(2), 34-47.Ruggiero, T. E. (2000). Uses and Gratifications Theory in the 21st Century. MassCommunication and Society, 3(1), 3-37.Shammot, M., & Al-Shaikh, M. (2008). Adoption of Mobile Banking Services in Jordan.Scientific Journal of King Faisal University 9(2).Stafford, T., & Gillenson, M. (2004). Motivations for Mobile Devices: Uses andLEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 19Gratifications for M-Commerce. Proceedings of the Third Annual Workshop on HCI Research in MIS, Washington, D.C., 70-74.Süleyman, B. (2008). Consumers’ attitudes towards mobile marketing and mobile commercein consumer markets. Ege Academic Review, 8(1), 15-32.Toufaily, E., Daghfous, N., & Toffoli, R. (2009). Developing Technologies in E-Services,Self-Services, and Mobile Communication. The Adoption of E-Banking by LebaneseBanks, 2, 100-127.Zhang, J. J., Yuan, Y., & Archer, N. (2002). Driving Forces for M-Commerce Success.Journal of Internet Commerce, 1(3), 81-104.Zhang, L. J., Quan, J., Frost, R., McGann, S., Ehlers, M., & Huang, W. (2006). M-Commerce in the U.S. and China Retail Industry: Business Models, Critical Success Factors (CSFs), and Case Studies. Global Mobile Commerce: Strategies, Implementation and Case Studies, 4(18).LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 20APPENDIX IINFORMED CONSENT FORMThis questionnaire is designed to understand your attitudes and beliefs toward adopting mobile banking services in Lebanon. It is part of a Master thesis data collection prepared for an MA degree in Advertising at Notre Dame University- Louaize (NDU).Please complete the attached survey, which will take 10-15 minutes. The survey includes questions about your uses and gratifications of mobile banking. Other survey questions will address your perceptions of mobile commerce (for example, how much time do you spend in mobile shopping), the quantity and quality of your mobile commerce in general and mobile banking in particular, the factors that affect your attitudes and beliefs in adopting the mobile commerce technology. We also will ask for some demographic information (e.g., age, marital status, number of children, education level and employment level) so that we can accurately describe the general traits of the group of participants who participate in the study.After you complete the questionnaire, we will examine some of your entries and will record information about your mobile banking uses and gratifications (for example, what do you think about it, how do you often use it and what is the outmost satisfaction from using it.Benefits of this Study:You will be contributing to knowledge about Lebanese consumers’ adoption of mobile banking and the role that the mobile Internet plays in business development.Risks or discomforts:No risks or discomforts are anticipated from taking part in this study. If you feel uncomfortable with a question, you can skip that question or withdraw from the study altogether. If you decide to quit at any time before you have finished the questionnaire, your answers will NOT be recorded.Confidentiality:LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 21Your responses will be kept completely confidential. We will NOT know your IP address when you respond to the Internet survey. However, your name and address will not be stored with data from your survey. Instead, you will be assigned a participant number, and only the participant number will appear with your survey responses and weblog entries. Only the researchers will see your individual survey responses and the results of our content analysis of your weblog. The list of e-mail and weblog addresses of our participants will be stored electronically in a password-protected folder; a hard copy will be stored in a locked filing cabinet. After we have finished data collection and have sent you a copy of the results of the study, we will destroy the list of participants’ e-mail addresses and weblog addresses.Compensation:There will be no compensation for participating in this research.Freedom to Withdraw:Your participation is voluntary; you are free to withdraw your participation from this study at any time. If you do not want to continue, you can simply leave this website. If you do not click on the “submit” button at the end of the survey, your answers and participation will not be recorded. You also may choose to skip any questions that you do not wish to answer. Your decision will not result in any loss or benefits to which you are otherwise entitled.How the findings will be used:The results of the study will be used for scholarly purposes only. The results from the study will be presented in educational settings and at professional conferences, and the results might be published in a professional journal in the field of advertising.By beginning the survey, you acknowledge that you have read this information and agree to participate in this research, with the knowledge that you are free to withdraw your participation at any time without penalty.LEBANESE CONSUMERS’ ADOPTION OF MOBILE BANKING 22ELECTRONIC CONSENT: Please select your choice below.Clicking on the “agree” button below indicates that:o You have ready the above informationo You voluntarily agree to participateo You are at least 25 years of ageIf you do not wish to participate in the research study, please decline participation by clicking on the “disagree” button.• Agree•Disagree
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