FACTORS INFLUENCING THE ADOPTION OF MOBILE BANKING APPS: AN EMPIRICAL ANALYSIS
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Abstract
The rapid development of mobile technologies has changed the world’s delivery of financial services, notably in emerging economies. This research paper aimed to explore the determinants of mobile banking applications usage in Pakistan based on an extended TAM framework. The study explored the influence of the perceived usefulness, perceived ease of use, trust, and perceived security on behavioral intention to utilize mobile banking. 250 questionnaires were filled by Faisalabad users of different age, education, and income. Subsequently, the author conducted descriptive, correlation, and regression analysis in SPSS 26.0. The key findings revolved around the fact that all IVs had a significant positive effect on BI, explaining 68% of the total variance. Thus, PU was the most significant factor to influence BI, and the leister impactful factor was trust. Moreover, SEM findings confirmed that TR mediated the connection between PS and BI due to the positive impact of the users’ feeling of security on trust, which, in turn, prompted their behavioral intention. The demographic analysis established that younger, well-educated people are more prone to adopt mobile banking, while older and less digital literate users are discouraged by fear of lack of security and ease of use. The current study contributed to theory and practice by extending TAM with trust and PS as essential variables relevant to the Pakistani consumer banking sector.
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