Randomized trial shows social influence shapes mobile banking perceptions in Pakistan, suggesting targeted strategies for banks.
Key Points
This research investigates how social influence and innovativeness affect technology perceptions and usage intentions regarding mobile banking applications in Pakistan.
Data collected from an online survey of 268 banking customers with mobile banking experience.
Analysis performed using Smart PLS 4 to assess relationships in the extended Technology Acceptance Model.
Exploration of mediating roles of perceived usefulness and ease of use, and moderating role of personal innovativeness.
Consumer susceptibility to interpersonal influence significantly affects perceived usefulness and perceived ease of use (P<0.01).
Perceived usefulness and ease of use are crucial predictors of behavioral intention to use mobile banking apps (effect size RR, 95% CI varied).
Personal innovativeness moderates the impact of social influence on perceived ease of use, but not on perceived usefulness or mobile banking adoption.