Use of Mobile Banking Apps in Pakistan: Extending UTAUT2 Framework with Trust and Innovativeness

Abstract

This study purpose is to identify the factors influencing users’ intention of using m-banking apps in Pakistan. A questionnaire was established using available scales from literature. 508 responses were received using snowball sampling, and a total of 434 survey were considered valid. Significant predictors of m-banking app behavior intention included social influence, innovativeness, hedonic motivation, performance expectancy, habit, and trust were found significant predictors of m-banking apps adoption, except for effort expectancy and facilitating conditions, which have insignificant impact on behavior intention. Usage behavior was fundamentally mediated by usage intention. The study gives marketers, banks and app developers’ vital cues on user expectations from the apps. This is one of the few studies to examine the adoption of m-banking apps in an emerging economy context by using extended UTAUT2 model with two exogenous constructs.