DIGITAL TRANSITION AT GOLDEN YEARS: UNCOVERING WHAT FUELS, THE SHIFT TO DIGITAL BANKING SERVICES AMONG MALAYSIAN SENIORS

The purpose of this research is to identify the factors that affect behavioural intention adopt digital banking among senior citizens in Malaysia. adoption relatively low compared younger generation. Therefore, a survey was conducted evaluate 390 questionnaires were collected from Malaysia's Klang Valley. Based on data collected, correlation analysis and multiple regression used responses. findings suggested performance expectancy, effort price value, habit, social influence, hedonic motivation significantly influence This study's will allow banks, financial institutions, policymakers broaden their understanding what drives services obstacles stand way adopting these services. results study can aid institutions sector improving or enhancing so elderly consumers benefit experience total value offered by sector. should develop appropriately entice use platform be aesthetically designed improve citizens' experiences. marketing could strategized based studied research.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0035/a.php" alt="Hit counter" /></p>