1- Introduction

2- Mobile banking in developing countries

3- Egypt and the U.S. – insights into innovation adaptation based on cultural differences

4- Theoretical framework and research model

5- Method

6- Results

7- Discussion and conclusion

8- Limitations and future research

References

Abstract

This study provides insights into the potential impact of country culture on consumers’ perceptions toward usage of new innovative technological services. Focusing on mobile banking (m-banking), this work compares responses from three distinct consumer segments, including– 1) consumers living in Egypt, 2) consumers from Egypt who are living in the U.S. and 3) U.S. consumers. The study utilizes constructs from the Technology Acceptance Model (TAM) including, perceived ease of use and perceived usefulness, along with perceived risk, trust and social influence to examine the differences between these three distinct consumer segments’ usage intentions toward mobile banking. The hypothesized model was tested using structural equation modeling (SEM). Results indicate that country culture (both primary and secondary) can, to some degree, influence consumers’ perceptions and intentions toward mobile banking. Implications and future research suggestions are provided.

Introduction

Recent years have witnessed major advances in the tools used to provide financial services to consumers both business to business (B-to-B) and business to consumers (B-to-C) (Laukkanen, 2007). Many of the most impactful and important advancements have been in the area of mobile banking. Zhoua, Lu, and Wang (2010) define mobile banking or m-banking as “the use of mobile terminals such as cellphones and personal digital assistants (PDAs) to access banking networks via the wireless application protocol (WAP)” (p.760). It represents a means to obtain banking services needed to administer financial affairs through mobile devices (Anderson, 2010). Mobile banking as an innovative technology is valuable for key institutions in the financial sector (e.g., traditional banks and other lending organizations) but also has the ability to improve the quality of life of underserved populations (Malaquias and Hwang, 2016). For consumers of all types, mobile-banking allows financial transactions to be undertaken from any place, at any time (Zhou, 2012). It permits consumers to make payments, transfer money, manage bank accounts and buy and sell stocks and other financial instruments using multiple types of mobile devices (Gu et al., 2009; Laukkanen, 2007). Mobile banking, if embraced, could have a significant impact in developing, nonwestern countries where multitudes of consumers do not have access to traditional banking services or the cost of such services are prohibitive (Gutierrez and Singh, 2013). Despite impressive advantages, the usage penetration of m-banking services by traditional banking establishments is still limited in many countries (see – Akturan and Tezcan, 2012; Alalwan et al., 2016; Lin, 2011; Malaquias and Hwang, 2016; Zhou, 2012).