Females Online! Examination of Female Consumer Behaviour in Bahrain Banking Environment

Maktoba Omar, Nathalia Christiani Tjandra, Latifa A R Mohamed

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review


Many studies have investigated the adoption online banking facility by general public. However, studies that focus on the usage of this service by female customers in Middle East are minimal. This paper investigates the adoption of online banking services by Bahraini females. Being a Middle Eastern, Islamic country with deep-rooted conservative culture where males are playing a dominant role in the running of the family affairs, it would be worth exploring the factors that help shape the intention of the Bahraini females towards using an information technology that would somehow give them financial freedom and privacy. The Technology Acceptance Model (TAM) which was first introduced by Davis (1989) is the basis used to analyse these variables. It is extended with the perceived cultural influences construct which would help provide insight into the adoption process and behaviour formation towards online banking usage. In addition, the construct of individual differences is also considered in this model with emphasis on demographics (such as income, age, and education), risk aversion of customer, and self efficacy. Both individual differences and perceived cultural influences are being tested for their direct effect on shaping the intention to use online banking services of the Bahraini females.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing 2013
Publication statusPublished - 8 Jul 2013
Externally publishedYes
EventAcademy of Marketing Conference 2013 - Cardif, United Kingdom
Duration: 8 Jul 201311 Jul 2013


ConferenceAcademy of Marketing Conference 2013
Abbreviated titleAOM2013
Country/TerritoryUnited Kingdom
Internet address


Dive into the research topics of 'Females Online! Examination of Female Consumer Behaviour in Bahrain Banking Environment'. Together they form a unique fingerprint.

Cite this