Value Adoption Model (VAM) and Users’ Intentions to Use Mobile Banking: Examining Perceived Usefulness, Perceived Sacrifice and Perceived Risk


  • Ali Berto Department of Management, Faculty of Economics and Business, Universitas Lampung, Bandar Lampung, Lampung 35141, Indonesia
  • Rinaldi Bursan Department of Management, Faculty of Economics and Business, Universitas Lampung, Bandar Lampung, Lampung 35141, Indonesia



Mobile banking, customer satisfaction, consumer value, financial services, VAM



The financial services sector in Indonesia is highly competitive due to advancements in technology and changing customer behavior. Banks are challenged to adopt customer-centric strategies, particularly in the context of mobile banking. This study introduces a Value Adoption Model (VAM) based on consumer choice theory to investigate the factors influencing customers' intentions to use mobile banking services. In the highly competitive landscape of Indonesia's financial services sector, this study introduces a VAM to understand the drivers behind customers' intentions to use mobile banking services. Drawing on dimensions like accessibility, enjoyment, perceived usefulness, perceived sacrifice, and perceived risk, this research demonstrates that these factors significantly influence users' adoption. Notably, enjoyment emerges as the most influential factor, followed by perceived usefulness, perceived sacrifice, accessibility, and perceived risk. This study provides valuable insights for financial institutions seeking to enhance their mobile banking services, offering a pathway to better understand and cater to customers' needs in an evolving technological landscape.


Sektor jasa keuangan di Indonesia sangat kompetitif akibat kemajuan teknologi dan perubahan perilaku pelanggan. Bank-bank dihadapkan pada tantangan untuk mengadopsi strategi berorientasi pelanggan, terutama dalam konteks perbankan mobile. Penelitian ini memperkenalkan Model Penerimaan Nilai (Value Adoption Model - VAM) berdasarkan teori pilihan konsumen untuk menginvestigasi faktor-faktor yang memengaruhi niat pelanggan untuk menggunakan layanan perbankan mobile. Dalam lanskap persaingan yang ketat di sektor jasa keuangan Indonesia, penelitian ini memperkenalkan VAM untuk memahami faktor-faktor pendorong niat pelanggan untuk menggunakan layanan perbankan mobile. Dengan mengacu pada dimensi seperti aksesibilitas, kepuasan, kegunaan yang dirasakan, pengorbanan yang dirasakan, dan risiko yang dirasakan, penelitian ini menunjukkan bahwa faktor-faktor ini secara signifikan memengaruhi niat pengguna dalam mengadopsi layanan tersebut. Terutama, kepuasan muncul sebagai faktor yang paling berpengaruh, diikuti oleh kegunaan yang dirasakan, pengorbanan yang dirasakan, aksesibilitas, dan risiko yang dirasakan. Penelitian ini memberikan wawasan berharga bagi lembaga keuangan yang mencari cara untuk meningkatkan layanan perbankan mobile mereka, menawarkan jalan untuk lebih memahami dan memenuhi kebutuhan pelanggan dalam lanskap teknologi yang terus berkembang.

Kata kunci: M-banking, kepuasan pelanggan, nilai konsumen, layanan keuangan, VAM


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How to Cite

Berto, A., & Bursan, R. (2023). Value Adoption Model (VAM) and Users’ Intentions to Use Mobile Banking: Examining Perceived Usefulness, Perceived Sacrifice and Perceived Risk . Jurnal Ilmiah Manajemen Kesatuan, 11(2), 393–402.