Titel
Mobile Banking Behaviour of Austrians and Romanians – The Role of Espoused Cultural Values
Autor*in
Abstract
Mobile banking has received researchers’ attention since the appearance of mobile phones. However, applications have become a crucial factor in financial institutions’ strategy with the outbreak of the pandemic. Motivated by the lack of studies on cultural variations in mobile banking acceptance and scarce research which directly measured culture, this paper aimed at investigating how culture at the individual level of analysis impacts the relationship between technology acceptance factors and adoption intention of mobile banking applications in Austria and Romania. Data was gathered through a bilingual survey resulting in 196 Austrian and 229 Romanian participants. The moderated multiple regression analyses revealed that culture influenced adoption intention of mobile banking applications through the interaction with technology acceptance factors. The present findings have implications for future research and financial institutions’ marketing strategy of mobile banking.
Stichwort
Cultural DifferencesEspoused Cultural ValuesTechnology AcceptanceMobile banking
Objekt-Typ
Sprache
Englisch [eng]
Persistent identifier
Erschienen in
Titel
CEUR-WS.org
Band
3608
ISSN
1613-0073
Erscheinungsdatum
06.01.2024
Seitenanfang
140
Seitenende
154
Publication
CEUR-Ws.org
Erscheinungsdatum
06.01.2024
Zugänglichkeit
Rechte
Rechteangabe
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