How Do Institutional Pressures and Behavioral Intentions Affect Mobile Services Adoption?

Abstract

Technology adoption models have been proposed in the literature to explain mobile banking adoption, but institutional pressures have not been addressed. Drawing upon behavioral intention and institutional theory, this study proposes a model to examine three institutional pressures - coercive, normative and mimetic - and how they affect mobile banking adoption including how such effects are moderated by perceived risk. The model was tested using survey data of 425 respondents. The results reveal institutional pressures, i.e., coercive and mimetic pressures, are positively associated with mobile banking adoption; but normative pressures have negative effects on mobile banking adoption. In addition, behavioral intention plays a mediating role between institutional pressures and mobile banking adoption, while perceived risk negatively moderates the relationship between behavioral intention and adoption. The findings provide valuable insights for bank managers who manage mobile banking services. Implications and suggestions for future research are provided.