Determinants of Digital Banking Adoption in Oman: an Empirical Investigation Using the Utaut Framework

Purpose: This study examines the factors affecting the adoption of digital banking services in the Sultanate of Oman. The study utilizes the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine how performance expectancy, effort expectancy, social influence, and facilitating conditions influence users' behavioral intentions regarding the adoption of digital banking. Design/methodology/approach: A quantitative, cross-sectional survey design was employed, and data were gathered from 216 participants across diverse regions in Oman. The instrument was modified from established UTAUT metrics. The study employed SPSS for statistical analyses, such as correlation and multiple regression, to look at the relationships between key constructs and behavioral intentions. Results: The findings indicated that all four constructs—performance expectancy, effort expectancy, social influence, and facilitating conditions—exert a positive and significant impact on the behavioral intention to adopt digital banking. Among these, performance expectancy was the most important predictor, followed by facilitating conditions. The results show that perceived usefulness, ease of use, and readiness of infrastructure all play a role in driving adoption. Seventy-five percent of respondents said they used digital banking, which shows that the Omani financial sector is becoming more digital. Practical implications: Oman should make its financial institutions and policymakers more efficient, improve its infrastructure, and create platforms that are easy to use. Digital inclusion and user confidence can be further improved by programs that teach customers, campaigns that raise awareness, and partnerships with telecom companies. Utilizing social influence via community involvement and peer advocacy can further expedite adoption. Theoretical implications: This research expands the UTAUT framework to a Middle Eastern context, validating its efficacy in elucidating technology adoption behaviors in emerging economies. It emphasizes the contextual importance of performance expectancy and facilitating conditions, enhancing the theoretical discussion on digital transformation and technology acceptance. Originality/value: This study offers one of the limited empirical analyses of digital banking adoption in Oman, delivering context-specific insights that are consistent with Oman Vision 2040. The results provide both theoretical progress and practical recommendations for stakeholders seeking to improve digital financial inclusion in the Gulf region.