Mobile Banking Acceptance in Austria and Romania: An Empirical Study

Ana Diana Domuta – Department of Marketing and International Business, Oskar Morgenstern Platz 1, 1090 Vienna, Austria

Christine Strauss – Department of Marketing and International Business, Oskar Morgenstern Platz 1, 1090 Vienna, Austria

Abstract: The global surge in mobile banking, accelerated also by the COV­ID-19 pandemic, has heightened competition in the banking sector, empha­sizing the need to understand mobile banking adoption across countries. However, cross-cultural research in this field appears to be limited, especial­ly in Austria and Romania. This study uses the Unified Theory of Adoption and Use of Technology (UTAUT) to investigate factors influencing mobile banking acceptance in both countries. Data was collected from 425 partic­ipants in Austria and Romania. The results of the hierarchical multiple re­gression analysis highlight that performance expectancy is the primary pre­dictor of mobile banking acceptance. Effort expectancy, facilitating condi­tions, and trust show varied effects across countries. The findings suggest fi­nancial institutions should prioritize performance, risk, and social approval in marketing mobile banking in both countries, with an additional focus on trust in Austria and ease of use in Romania.

LIMEN Conference

9th International Scientific-Business Conference – LIMEN 2023 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Hybrid (Graz University of Technology, Graz, Austria), December 7, 2023

LIMEN Selected papers published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia

LIMEN Conference 2023 Selected papers: ISBN 978-86-80194-79-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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