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How social influence and innovativeness shape technology perceptions and usage intentions: a TAM extension
Muhammad Asif1, Zhen Shao2, Muhammad Naeem Sharif3
1School of Management, Harbin Institute of Technology, Harbin, 150001, China. muhammad.asif@stu.hit.edu.cn.
BMC Psychology
|May 8, 2026
Summary
Consumer susceptibility to interpersonal influence drives mobile banking adoption in Pakistan, mediated by perceived usefulness and ease of use. Personal innovativeness moderates ease of use perceptions, impacting mobile banking app usage.
Area of Science:
- Behavioral Economics
- Information Systems
- Technology Adoption
Background:
- Mobile banking applications (MBAs) are crucial in Pakistan's evolving financial landscape.
- Existing Technology Acceptance Model (TAM) needs extension to capture socio-cultural factors in developing economies.
Purpose of the Study:
- To examine factors influencing MBA adoption in Pakistan using an extended TAM.
- To investigate the mediating roles of perceived usefulness (PU) and perceived ease of use (PEU).
- To explore the moderating effect of Personal Innovativeness (PI).
Main Methods:
- Online survey of 268 Pakistani banking customers with MBA experience.
- Extended Technology Acceptance Model (TAM) framework.
- Partial Least Squares Structural Equation Modeling (Smart PLS 4).
Main Results:
- Consumer Susceptibility to Interpersonal Influence (CSII) significantly impacts PU and PEU.
- PU and PEU are key predictors of Behavioral Intention to Use (BIU) MBAs.
- PI moderates the CSII-PEU relationship, enhancing MBA ease of use perception.
Conclusions:
- Social influence and perceived attributes are vital for MBA adoption in Pakistan.
- Personal innovativeness plays a role in how social influence affects ease of use perceptions.
- Findings offer valuable insights for banks to tailor strategies for increasing mobile banking penetration.
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