تلخیص
A rapid growth of technology has brought tremendous development in every walk of life, and human beings have extracted comfort and ease %r themselves by adopting the technology. Mobile batiking is also an outcome of technology which has changed the face of traditional banking, and demand for electronic transactions is increasing day by day. ThiS study was planned to identify the factors which aflect the behavioral intention oj! customers in adopting mobile banking services in the context of an emerging market. A correlational research design was %lloived, and on the basis of the established instrument, dota WOW CCt llected from 200 customers under a convenient satilpling
technique. A useable Sarnpfe oJ 147 respondents was processed for data analysis, and it has been found that performance expectancy, effort expectancy, facilitating conditions anJ price value have a positive and signi ficant association with behavioral intention to adopt online banking .services, ›vltile the relationship of social influence and the beha vioral intention was %und
insignificant. lim ilarly, behavioral intention and adoption were found in a positive and significant relationship. From a theoretical perspective, this study contributed to the existing bo‹ly o{literature by exploring the factors behin‹l the adoption of mobile banking services in an
emerging market of South Asian region. Limitations and future research directions are also discussed.
Muhammad Abrar, Mohsin Bashir, Rizwan Shabbir,, Shahnawaz Saqib. (2019) Adoption of Mobile Banking Services in Emerging Market: An Investigation from the Perspective of UTAUT2 Theory, The Dialogue, Volume 14, Issue 3.
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