This study examines digital transformation and strategic adoption in fragile economies, with an emphasis on the Palestinian banking industry. Based on an extended Technology Acceptance Model (TAM), the research employs perceived usefulness (PU), perceived ease of use (PEOU), and supportive conditions—through facilitating conditions (FC) and e-learning (EL)—as variables to assess customer intent to implement digital banking technology and their follow-up behavioral intention (BI). Structural equation modeling (SEM) was used to analyze data gathered from 513 employees of various Palestinian banks. The results indicate that PU, PEOU, FC, and EL have significant effects on use intention, which strongly predicts BI. The robustness of the extended model was demonstrated by the fact that it explained 64% of the variance of behavioral intention and 72% of the variance of intention to use. These findings show that, in addition to traditional TAM constructs, conducive conditions are required to prime user readiness and maintain digital transformation in economically vulnerable environments. In addition to providing guidance to policymakers and banking CEOs on how to align digital transformation strategies with infrastructure environments, customer training requirements, and resilience-building imperatives, the study theoretically enhances TAM with context-conditional enablers.

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Digital Transformation and Strategy in Fragile Economies: Evidence from Palestinian Banks

  • Omar Alshamesti,
  • Noormaizatul Akmar Ishak,
  • Juraini Zainol Abidin

摘要

This study examines digital transformation and strategic adoption in fragile economies, with an emphasis on the Palestinian banking industry. Based on an extended Technology Acceptance Model (TAM), the research employs perceived usefulness (PU), perceived ease of use (PEOU), and supportive conditions—through facilitating conditions (FC) and e-learning (EL)—as variables to assess customer intent to implement digital banking technology and their follow-up behavioral intention (BI). Structural equation modeling (SEM) was used to analyze data gathered from 513 employees of various Palestinian banks. The results indicate that PU, PEOU, FC, and EL have significant effects on use intention, which strongly predicts BI. The robustness of the extended model was demonstrated by the fact that it explained 64% of the variance of behavioral intention and 72% of the variance of intention to use. These findings show that, in addition to traditional TAM constructs, conducive conditions are required to prime user readiness and maintain digital transformation in economically vulnerable environments. In addition to providing guidance to policymakers and banking CEOs on how to align digital transformation strategies with infrastructure environments, customer training requirements, and resilience-building imperatives, the study theoretically enhances TAM with context-conditional enablers.