ISSN: 2226-3624
Open access
This paper aims to synthesize the literature on the effects of cultural factors on mobile banking adoption in different countries of the world. The study is based on 100 articles from peer-reviewed journals from the period between 2010 and 2021 and revolves around the concept of cultural aspects of mobile banking adoption. The analysis shows that the core constructs of technology acceptance models are known to significantly influence adoption intentions but their strength is very much dependent on the culture of the target population. Based on Hofstede’s cultural dimensions, the power distance and uncertainty avoidance are found to moderate the adoption factors. Social influence is seen to be more significant in the collectivist culture as compared to the individualist culture; whereas, trust is seen to be a culture free factor that influences adoption but its determinants are culture specific. Security and privacy are listed as global problems, but the level of their importance differs between developed and developing countries. The review also identifies the differences between the developed and the developing countries in the use of mobile banking and factors that influence it . These findings underscore the requirement of culture wise technology acceptance model and stress the need of country specific approaches for the banks and policy makers to promote the mobile banking usage. Finally, the present study outlines the gaps in the literature and the possible future research directions such as the requirement of longitudinal analysis, the use of combined method, and the exploration of the new technology in mobile banking. This review is also useful for enriching the literature on technology acceptance models and offering real-world guidelines to financial institutions that want to expand mobile banking use in culturally distinctive environments.
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