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Mobile-banking adoption: empirical evidence from the banking sector in Pakistan

Maya F. Farah (Department of Marketing, School of Business, Lebanese American University, Byblos, Lebanon)
Muhammad Junaid Shahid Hasni (Department of Economics and Management, Helsingin Yliopisto Maatalous-Metsatieteellinen Tiedekunta, Helsinki, Finland)
Abbas Khan Abbas (Department of Management Sciences, University of Lahore, Lahore, Pakistan)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 5 September 2018

Issue publication date: 18 September 2018




The purpose of this paper is to study the important factors which help explain consumer intention and use behavior in mobile banking (m-banking) adoption. All constructs of the unified theory of acceptance and use of technology 2 are studied. Non-monetary value is studied through perceived value. Trust and perceived risk are also included to predict intention.


A questionnaire was utilized to evaluate customer responses on a five-point Likert scale. A convenience sampling technique was used to collect data from a sample of 490 respondents in Pakistan. The data were analyzed using AMOS and SPSS for Cronbach’s α, CR, CMV, AVE, Harmon’s single factor test, correlation and structural equation modeling.


The results of the study show that most of the predictors of intention, including perceived value, performance expectancy, habit, social influence, effort expectancy, hedonic motivation (except for facilitating condition), perceived risk and trust, are significant. All predictors of usage behavior are significant.

Research limitations/implications

A cross-sectional study was conducted due to time constraints.

Practical implications

Bank managers must focus on improving customers’ intentions to use m-banking as well as on providing facilitating conditions to increase its actual use. To boost mobile banking, banks’ management must consider the customers’ habits while designing their m-banking products.


The findings of this paper are not only interesting in terms of boosting m-banking diffusion rate, but also in terms of financial inclusion of the vast majority of mobile users. Further the impact of intention, facilitating condition and habit were checked on actual use behavior since people tend not always to act upon their intentions.



Farah, M.F., Hasni, M.J.S. and Abbas, A.K. (2018), "Mobile-banking adoption: empirical evidence from the banking sector in Pakistan", International Journal of Bank Marketing, Vol. 36 No. 7, pp. 1386-1413.



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