Banking applications serve as mobile tools enabling users to carry out essential banking tasks on their mobile devices. Materialism, defined as a focus on acquiring materialistic goods and physical comforts, is the central theme of this study, which investigates its influence on the use of banking applications. The research is grounded in the extended theory of planned behavior, with a practical and descriptive survey methodology. Data were collected from 282 users of banking apps via questionnaires, and the analysis was conducted using Structural Equation Modeling. The findings showed that attitude, subjective norms, and perceived behavioral control together explained 56% of the variance in behavioral intention. By incorporating the three dimensions of materialism—success, centrality, and happiness—the research extended the theory of planned behavior, increasing its effectiveness in explaining the intention to use banking apps. Moreover, the findings revealed that attitude played a mediating role between the three dimensions of materialism and the intention to use banking apps. Additionally, the subjective norms mediated the relationship between success and happiness and the intention to use the apps. However, perceived behavioral control did not act as a mediator between the dimensions of materialism and the intention to use mobile apps. These findings offer valuable insights for the users of banking apps, policymakers, and bank managers.
