Mobile Banking Adoption In China And Pakistan:A Cross-Cultural Study

The advancement of the mobile phone started the revolution in people's communication and transaction.It redefined the communication process and redesigned the ways of services provision.The mobile phone brought numerous changes,affecting the people lives,as well as the business environment.Mobile phone technology changed the lives of people everywhere in the world because it is becoming increasingly sophisticated,multifunctional and slimmer.Mobile banking is one of the best services of mobile technologies that steadily gaining progress in today's financial and business environment.Some of the previous studies analyzed the users,intention toward mobile banking adoption,but those studies have some limitations.To overcome those limitations,the current research is conducted in two various Asian cultures countries namely China and Pakistan for mobile banking adoption.The current research is based on two well-known theories such as the technology acceptance model(TAM)and Hofstede's cultural dimensions theory(CDT).The technology acceptance model was extended with social influence factor and the moderating effect of culture was added on the proposed model.The study hypothesized that the perceived usefulness,perceived ease of use,and social influence significantly influences the individual's intention to accept mobile banking in Pakistan and China.This study also hypothesized that culture affects the relationship of perceived usefulness,perceived ease of use and social influence with individuals' intention to accept mobile banking.The empirical study was carried out to examine the proposed model through the data collected from both countries.The overall sample of 570 which consist of 300(52.63%)from Chinese respondents and 270(47.36%)from Pakistani respondents.To test the hypotheses in the model,the study used multiple and hierarchical regression analyses through IBM SPSS software.The results showed that perceived ease of use,perceived usefulness,and social influence were significantly and positively affects individuals'intentions to accept mobile banking in Pakistan.On the other hand,only perceived usefulness was a significant predictor of individuals'intention to adopt mobile banking in China,while these relationships were non-significance for social influence and perceived ease of use.Furthermore,the culture was assumed to be a dampening element in a positive relationship between social influence and individuals' intentions to adopt m-banking.The study developed both theoretical and managerial implication.The current research is performed in two diverse cultures(Pakistan and China)with novel research methodology which opens the new ways for the academic as well as business research.Moreover,it provides some recommendations for regulators,services providers,bankers,government,policy maker,new costumers,and old costumers to improve the mobile banking services for the public in both countries.