Exploring the Effects of Culture on Acceptance of Online Banking: A Comparative Study of Pakistan and Turkey by Using the Extended UTAUT Model

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.