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Factors influencing individuals' intention to adopt mobile banking in China and Pakistan: The moderating role of cultural values
Author(s) -
Akhtar Sadia,
Irfan Muhammad,
Sarwar Asma,
Rashid Qurat Ul Ain
Publication year - 2019
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1884
Subject(s) - mobile banking , china , moderation , technology acceptance model , psychology , cultural values , usability , social influence , empirical research , ibm , multilevel model , test (biology) , business , social psychology , marketing , political science , sociology , law , social science , philosophy , paleontology , materials science , epistemology , human–computer interaction , machine learning , computer science , biology , nanotechnology
Rapid development of smartphone technologies in Asian countries has increased the demand of mobile banking in financial services and mobile commerce. Current research is conducted for mobile banking adoption in China and Pakistan. The social influence was added with technology acceptance model to investigate the direct effect on individuals' intention. Moderating role of cultural values was explored in the proposed model. Empirical study was performed for the data received from both countries to examine the developed model. Multiple and hierarchical regression analyses (IBM SPSS software) were carried out to test the proposed hypotheses. We have observed that perceived usefulness, social influence, and perceived ease of use are significant predictors of individuals' intentions to adopt m‐banking in Pakistan, whereas the perceived usefulness is an important predictor in China. The moderating role of cultural values was observed as dampening factor in positive relationship between social influence and individuals' intentions.