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.
Authors
Sumedha Chauhan, Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Poonam Kumar, IIM Sambalpur, Sambalpur, India.
Prashant Gupta, IIM Nagpur, Nagpur, India.
Mahadeo Prasad Jaiswal, IIM Sambalpur, Sambalpur, India.
Summary
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.
Methodology
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 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
This is an original study that contributes to the m-banking marketing literature.
Published in: International Journal of Bank Marketing
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