Abstract

This study investigates and compares online banking (OB) acceptance in the cultures of Pakistan and Turkey by employing the unified theory of acceptance and use of technology (UTAUT2) integrated with perceived credibility to predict customers’ behavioral intentions (BI) and their usage of online banking. This study further investigates the moderation influence of five cultural dimensions on customers’ usage behavior (UB). Using an online survey, data were collected through a questionnaire from 322 bank customers in Pakistan and 405 in Turkey. Structural equation modeling through Smart-PLS was used to analyze relationships among the constructs. Our analysis shows that performance expectancy (PE), hedonic motivation, habit (HT), and perceived credibility (PC) are determinants of OB acceptance in Pakistan, whereas PE, social influence, price value, HT, and PC are the factors affecting Turkish bank customer intentions. Results of the cultural moderators show that collectivism and long-term/short-term orientation affect customers’ UB in Pakistan while uncertainty avoidance, power distance, and masculinity/femininity moderate the UB of Turkish customers. Our findings provide new insights for developing online banking in both countries.

摘要

本研究通过采用统一的技术接受和使用理论 (UTAUT2) 与感知可信度相结合来预测客户的行为意图 (BI) 及其在线使用情况，调查和比较巴基斯坦和土耳其文化中的在线银行 (OB) 接受度银行业。本研究进一步调查了五个文化维度对客户使用行为（UB）的调节影响。使用在线调查，通过问卷调查收集了来自巴基斯坦 322 名银行客户和土耳其 405 名银行客户的数据。通过 Smart-PLS 的结构方程建模用于分析结构之间的关系。我们的分析表明，绩效期望 (PE)、享乐动机、习惯 (HT) 和感知可信度 (PC) 是巴基斯坦接受 OB 的决定因素，而 PE、社会影响力、价格价值、HT和PC是影响土耳其银行客户意向的因素。文化调节器的结果表明，集体主义和长期/短期取向影响巴基斯坦客户的 UB，而不确定性规避、权力距离和男性/女性气质调节土耳其客户的 UB。我们的研究结果为两国发展网上银行提供了新的见解。