Acceptance of mobile banking framework in Pakistan

Purpose: The purpose of this study is to analyze the untapped (behavioral, environmental and technological) dimensions of mobile banking acceptance by following a more comprehensive approach to address mobile banking intention adoption. Design/methodology/approach: CFA and SEM analyses have been used to analyze the data collected from university students. The study strives to examine the role of technological and environmental variables in predicting behavioral intention of individuals to adopt mobile banking by integrating three pre-established frameworks of UTAUT, ITF and ITM. Findings: The empirical findings established the significant contribution of task (TAC) and technology characteristics (TEC) in facilitating task technology fit (TTF). Initial trust is also found to be facilitated by structural assurance (SA) and familiarity with bank (FB). The statistical results also support the significant association of task technology fit (TTF), initial trust (IT) and facilitating condition (FC) with intention to adopt m-banking. Originality/value: The present study provides an all-inclusive approach to understand the acceptance of mobile banking by incorporating three established theories of technology acceptance. The existing literature on mobile banking emphasizes greatly on the perception aspects of technology and hardly studies the impact of the task technology fit. The strength of present research lies in combining behavioral, technological and environmental aspects of mobile banking. This is evidenced by high explanatory power of our research model that depicted 60.1% of the behavioral intention to adopt m-banking compared to 31% by Kim et al. (2009) and 53% by Oliveira et al. (2014). (C) 2015 Elsevier Ltd. All rights reserved.