Factors influencing individuals' intention to adopt mobile banking in China and Pakistan: The moderating role of cultural values

Published date01 February 2019
DOIhttp://doi.org/10.1002/pa.1884
Date01 February 2019
ACADEMIC PAPER
Factors influencing individuals' intention to adopt mobile
banking in China and Pakistan: The moderating role of cultural
values
Sadia Akhtar
1
|Muhammad Irfan
2
|Asma Sarwar
1
|Asma
1
|Qurat Ul Ain Rashid
1
1
School of Public Affairs, University of
Science and Technology of China, Hefei, China
2
School of Chemistry and Material Science,
University of Science and Technology of
China, Hefei, China
Correspondence
Sadia Akhtar, School of Public Affairs,
University of Science and Technology of
China, Hefei 230026, China.
Email: sadia@mail.ustc.edu.cn
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 anal-
yses (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 mbanking 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.
1|INTRODUCTION
Technology plays an important role in world culture dynamics (Brey,
2017). The development of information and communications technol-
ogies (ICT) is associated with rapid economic growth, especially during
the noticeable globalization era of 1990s. Nowadays, ICT are active
mechanisms of modern infrastructure with widespread services over
world economies. ICT introduce and imitate new technological
improvements and raise widespread costreducing inventions, eco-
nomic restructuring, affecting innovative behavior, and productivity
performance in the entire segments of modern economy (Penard,
Poussing, Mukoko, & Piaptie, 2015). Mobile banking is one of the
most important and emerging ICT in the recent era (Shaikh &
Karjaluoto, 2015). It is a type of mobile commerce application that
helps the financial institutions to enable their customers to perform
the banking activities through mobile devices. Mbanking is the new
development in financial services sector that contributes the element
of pure mobility to service consumption (Laukkanen, Sinkkonen,
Kivijärvi, & Laukkanen, 2007; Mishra & Bisht, 2013; Oliveira, Faria,
Thomas, & Popovič, 2014). It makes a convenient access to the con-
sumers of many developing and developed countries to gain value
added banking services (Anderson, 2010; Van der Boor, Oliveira, &
Veloso, 2014; Wonglimpiyarat, 2014). This has significant influences
on the business market (Safeena, Date, Kammani, & Hundewale,
2012). Mobile banking trusts on communication protocols (wireless
applications protocols) and technologies (SMS, and short messaging
services) to provide banking service such as transfer of funds (Kim,
Shin, & Lee, 2009; Luarn & Lin, 2005), and concerned enquiries for
finding the nearby ATM location (Mallat, Rossi, & Tuunainen, 2004;
Shih, Hung, & Lin, 2010).
Juniper Research (2013) investigated that the usage of mbanking
in 2017 will be more than 1 billion people. Therefore, user's intentions
toward mobile banking adoption are very important to scholars
because it assists the financial institutions such as payment service
providers and banks to get a real benefit through understanding the
important factors that influence intention to use mbanking
(Mohammadi, 2015). Globalization of system and business has an
urgent need to understand the effect of culture on technology accep-
tance (Straub, Keil, & Brenner, 1997). Thus, the cultrual values has a
signifcant role in mobile banking adoption.
Most of the researchers identified research limitation in mobile
banking context. Likewise, Tam and Oliveira (2017) carried out a lit-
erature review on mbanking adoption. They suggested that cross
cultural study will enable the researchers to better understand the
Received: 2 September 2018 Accepted: 27 September 2018
DOI: 10.1002/pa.1884
J Public Affairs. 2019;19:e1884.
https://doi.org/10.1002/pa.1884
© 2019 John Wiley & Sons, Ltd.wileyonlinelibrary.com/journal/pa 1of15

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