Mobile Banking Behaviour of Austrians and Romanians – The Role of Espoused Cultural Values

Ana D. Domuta, Christine Strauss

Publications: Contribution to journalMeeting abstract/Conference paperPeer Reviewed

Abstract

Mobile banking has received researchers’ attention since the appearance of mobile phones. However, applications have become a crucial factor in financial institutions’ strategy with the outbreak of the pandemic. Motivated by the lack of studies on cultural variations in mobile banking acceptance and scarce research which directly measured culture, this paper aimed at investigating how culture at the individual level of analysis impacts the relationship between technology acceptance factors and adoption intention of mobile banking applications in Austria and Romania. Data was gathered through a bilingual survey resulting in 196 Austrian and 229 Romanian participants. The moderated multiple regression analyses revealed that culture influenced adoption intention of mobile banking applications through the interaction with technology acceptance factors. The present findings have implications for future research and financial institutions’ marketing strategy of mobile banking.
Original languageEnglish
Pages (from-to)140-154
Number of pages15
JournalCEUR Workshop Proceedings
Volume3608
Publication statusPublished - 6 Jan 2024
Event2nd International Workshop on Social Communication and Information Activity in Digital Humanities, SCIA 2023 - Lviv, Ukraine
Duration: 9 Nov 2023 → …

Austrian Fields of Science 2012

  • 502007 E-commerce
  • 502004 Banking management
  • 102013 Human-computer interaction

Keywords

  • Cultural Differences
  • Espoused Cultural Values
  • Mobile banking
  • Technology Acceptance

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