Linking Individual Demographics to Antecedents of Mobile Banking Usage: Evidence from Developing Countries in Southeast Europe.

This study examines how individual demographic factors—gender, employment status, living settlement (urban or rural), and financial experience—relate to the constructs of the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model in four developing Southeast European countries (Albania, Croatia, North Macedonia, and Serbia). Using data from 959 respondents and applying partial least squares structural equation modeling alongside nonparametric tests, the research finds that employed individuals, urban residents, and those with financial sector experience score higher on most UTAUT2 constructs, indicating greater mobile banking acceptance and usage. Gender differences were significant for some constructs (effort expectancy, facilitation conditions, hedonic motivation, and social influence) but not for behavioral intention or actual usage, suggesting limited gender impact on overall mobile banking adoption in this region. The study highlights the importance of incorporating additional demographic moderators into the UTAUT2 framework to better understand technology adoption in developing contexts and offers practical insights for policymakers and financial institutions aiming to enhance mobile banking uptake.