How social influence and innovativeness shape technology perceptions and usage intentions: a TAM extension

This study examines the factors influencing the adoption of mobile banking applications (MBAs) in Pakistan's banking sector, using an extended Technology Acceptance Model (TAM). Extending TAM is important here because it helps account for the unique socio-cultural and personality factors that greatly impact technology adoption in developing countries like Pakistan. We specifically investigate the mediating roles of perceived usefulness (PU) and perceived ease of use (PEU) in the relationships between consumer susceptibility to interpersonal influence (CSII) and MBAs usage. Additionally, we explore the moderating effect of Personal Innovativeness (PI) within our model. Data was collected through an online survey of 268 Pakistani banking customers with prior mobile banking experience. Our analysis was performed using Smart PLS 4. The findings reveal that CSII significantly influences both PU and PEU. Furthermore, PU and PEU are key predictors of behavioural intention to use (BIU) mobile banking apps. The study also confirms that PU and PEU play mediating roles between CSII and MBAs adoption. Notably, PI moderates the relationship between CSII and PEU, indicating that individuals with higher innovativeness perceive MBAs as easier to use when influenced by their social circles. However, PI does not impact the relationships between CSII-PU and CSII-MBAs. These insights are particularly valuable for banks and financial institutions in Pakistan, enabling them to develop targeted strategies that promote mobile banking adoption by focusing on social impact, consumer perceptions, and personal innovation. The observation also extends the present TAM literature by confirming its applicability in a developing country context and highlighting the importance of individuals' innovativeness.