PT  - JOURNAL ARTICLE
AU  - Rahat Khan, Md.
AU  - Kumar Roy, Sanjoy
TI  - Moderating Effect of M-Banking Apps Users' Demographic Variables on the Relationship between the Ease of Use and Brand Trust
DP  - 2023 Dec 31
TA  - European Journal of Business Science and Technology
PG  - 249--265
VI  - 9
IP  - 2
AID - 10.11118/ejobsat.2023.015
IS  - 23366494
AB  - The study aimed to determine the impact of m-banking apps' ease of use on brand trust, including the moderating effect of users' demographic factors on that relationship. The research was quantitative, where 400 samples were selected based on simple random sampling. The participants were m-banking app users based on their availability and popularity and concentrated on the Dhaka division. The collected data were processed through the SPSS V23 and SmartPLS. Structural equation modeling (SEM) was run to test the hypothesis. The study revealed a positive significant impact of m-banking apps' ease of use on brand trust. In addition, gender and age had a moderating effect on the relationship between ease of use and brand trust, especially the male and older class groups who had strong brand trust at the high level of m-banking apps' ease of use.