Mobile-banking adoption: empirical evidence from the banking sector in Pakistan

• Published in: International journal of bank marketing Vol. 36; no. 7; pp. 1386 - 1413
• Main Authors: Farah, Maya F., Hasni, Muhammad Junaid Shahid, Abbas, Abbas Khan
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 18-09-2018; Emerald Group Publishing Limited
• Subjects: ATM; Automated teller machines; Bank marketing; Banking industry; Banks; Behavior; Cellular telephones; Consumers; Customer services; Electronic banking; Financial inclusion; Internet; Mobile commerce; Smartphones; Studies; Technology Acceptance Model; Technology adoption; Trust; Pakistan; Intention; Bank customers; Use behaviour; Pakistan; UTAUT2; M-banking
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-10-2017-0215

Purpose
The purpose of this paper is to study the important factors which help explain consumer intention and use behavior in mobile banking (m-banking) adoption. All constructs of the unified theory of acceptance and use of technology 2 are studied. Non-monetary value is studied through perceived value. Trust and perceived risk are also included to predict intention.
Design/methodology/approach
A questionnaire was utilized to evaluate customer responses on a five-point Likert scale. A convenience sampling technique was used to collect data from a sample of 490 respondents in Pakistan. The data were analyzed using AMOS and SPSS for Cronbach’s α, CR, CMV, AVE, Harmon’s single factor test, correlation and structural equation modeling.
Findings
The results of the study show that most of the predictors of intention, including perceived value, performance expectancy, habit, social influence, effort expectancy, hedonic motivation (except for facilitating condition), perceived risk and trust, are significant. All predictors of usage behavior are significant.
Research limitations/implications
A cross-sectional study was conducted due to time constraints.
Practical implications
Bank managers must focus on improving customers’ intentions to use m-banking as well as on providing facilitating conditions to increase its actual use. To boost mobile banking, banks’ management must consider the customers’ habits while designing their m-banking products.
Originality/value
The findings of this paper are not only interesting in terms of boosting m-banking diffusion rate, but also in terms of financial inclusion of the vast majority of mobile users. Further the impact of intention, facilitating condition and habit were checked on actual use behavior since people tend not always to act upon their intentions.