INVESTIGATING THE MODERATING ROLE OF UNCERTAINTY AVOIDANCE ON MOBILE BANKING ADOPTION: A CROSS-CULTURAL STUDY

The current research investigates a conceptual model to clarify the key predictors influencing the Chinese and Pakistani consumers’ intentions to adopt mobile banking. The proposed mode based on technology adoption model (TAM) and was further extended by adding the moderating effect of uncertainty avoidance. Partial least square (PLS) and hierarchal regression analyses were used to analyze the data collected from both countries. The results showed that subjective norm, perceived usefulness and perceived ease of use were the important factors in using m-banking services in Pakistan. Perceived usefulness mediated the relationship of perceived ease of use and subjective norm with individuals’ intentions. On the other hand, perceived usefulness was proofed to be a key factor in China that affected m-banking services. Perceived ease of use has indirect effect on individuals’ intention through perceived usefulness. In addition, uncertainty avoidance moderated the relationship between perceived usefulness, subjective norms and individuals’ intentions to adopt mobile banking. This study provides a good direction for micro financial service providers to consider the business activities for both groups.