Mobile Banking Acceptance in Austria and Romania: An Empirical Study
- Author(s)
- Ana D. Domuța, Christine Strauss
- Abstract
The global surge in mobile banking, accelerated also by the COVID-19 pandemic, has heightened competition in the banking sector, emphasizing the need to understand mobile banking adoption across countries. However, cross-cultural research in this field appears to be limited, especially in Austria and Romania. This study uses the Unified Theory of Adoption and Use of Technology (UTAUT) to investigate factors influencing mobile banking acceptance in both countries. Data was collected from 425 participants in Austria and Romania. The results of the hierarchical multiple regression analysis highlight that performance expectancy is the primary predictor of mobile banking acceptance. Effort expectancy, facilitating conditions, and trust show varied effects across countries. The findings suggest financial institutions should prioritize performance, risk, and social approval in marketing mobile banking in both countries, with an additional focus on trust in Austria and ease of use in Romania.
- Organisation(s)
- Department of Marketing and International Business
- Volume
- 9
- Pages
- 151 - 162
- No. of pages
- 12
- DOI
- https://doi.org/10.31410/LIMEN.S.P.2023.151
- Publication date
- 08-2024
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 202038 Telecommunications, 502050 Business informatics, 502052 Business administration
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/mobile-banking-acceptance-in-austria-and-romania-an-empirical-study(964d6fcd-a267-4fad-93bb-7eb3b2ad8630).html