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A meta-analysis of trust in mobile banking: the moderating role of cultural dimensions

Poonam Kumar (IIM Sambalpur, Sambalpur, India)
Sumedha Chauhan (Jindal Global Business School, OP Jindal Global University, Sonipat, India)
Prashant Gupta (IIM Nagpur, Nagpur, India)
Mahadeo Prasad Jaiswal (IIM Sambalpur, Sambalpur, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 21 April 2023

Issue publication date: 24 August 2023

829

Abstract

Purpose

In mobile banking (m-banking), knowing and understanding trust-related factors can enable bank managers to design suitable strategies for enhancing its overall uptake. Based on this premise, the present study assesses the relationship of trust in m-banking with technology acceptance and use factors, quality factors, risk factors and a personal factor as well as behavioral outcomes. The study further investigates the moderating influence of Hofstede’s cultural dimensions on these relationships.

Design/methodology/approach

The present study synthesizes the outcomes of 63 quantitative studies on trust in m-banking by using the meta-analysis technique.

Findings

The study finds a significant relationship of trust in m-banking with technology acceptance and use factors, quality factors, risk factors, a personal factor and behavioral outcomes. Additionally, Hofstede’s cultural dimensions, namely power distance, individualism/collectivism, masculinity/femininity and uncertainty avoidance, significantly moderate the majority of the hypothesized relationships.

Research limitations/implications

By reviewing the extant literature, this study provides a comprehensive framework that explains the antecedents and behavioral outcomes of trust in m-banking and determines how these relationships effectively vary across cultures.

Practical implications

The study helps m-banking service providers to understand how trust in m-banking can be enhanced. The study also shows which factors are more impactful in a particular culture.

Originality/value

This is an original study that contributes to the m-banking marketing literature.

Keywords

Citation

Kumar, P., Chauhan, S., Gupta, P. and Jaiswal, M.P. (2023), "A meta-analysis of trust in mobile banking: the moderating role of cultural dimensions", International Journal of Bank Marketing, Vol. 41 No. 6, pp. 1207-1238. https://doi.org/10.1108/IJBM-02-2022-0075

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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