How Viable Is the UTAUT Model in a Non-Western Context?

The present research examines the plausibility of Unified Theory Acceptance and Use Technology (UTAUT) model in predicting internet banking behaviour as a newly adopted technology third world countries. Data is collected from three Arab countries: Jordan, Saudi Arabia and Egypt. Confirmatory factor analysis is applied to test constructs measurement and model hypotheses. Findings are congruent with model testing under conditions of volitional usage behaviour. In this regard, the role of facilitating conditions variable is insignificant as a determinant of usage behaviour. Social norms variable also proved to be weak determinant of behavioural intentions mainly owing to users’ experience. Findings demonstrate effort expectancy as the key determinant of internet banking usage behaviour in the examined markets, while users’ experience moderates the impact of effort expectancy on behavioural intention. Results should enhance our understanding of internet banking usage in developing countries and support e-services promoting in this region.