Mobile Banking Adoption: Prospects of Financial Behaviourism

Abstract

Technology and digitization is given tremendous publicity in recent years. Banks seem to be really concerned with systems providing better services and increasing their customers. Nevertheless, the success of mobile banking depends on the degree to which customers are aware of its perceived attributes. In fact, in Pakistan, mobile banking adoption is low and rare studies have investigated matters relating mobile banking adoption. This study explores the links of awareness with its antecedents (i.e. communication channels) and outcomes (i.e. core predictors and consumers’ behavioural intentions towards adoption of mobile banking). The data for this study were gathered through a survey of 169 bank account holders in Pakistan. Results suggest that communication channels have a positive impact on awareness, which, in turn, affect core predictors (i.e. attitude, trust and performance expectancy) and appear to have no effect on perceived risk. Attitude, trust and performance expectancy are significantly and positively associated with behavioural intentions to adopt mobile banking while perceived risk was found to have no significant effect. On the practical front, findings of the study provide guidelines for banks to focus on awareness towards key factors affecting adoption in order to improve operational competencies and fineness of services for grasping more customers.