The Moderating Role of Cultural Factors in the Adoption of Mobile Banking in Jordan

This study investigates the impact of cultural factors on mobile banking adoption in Jordan by integrating Hofstede's cultural dimensions with the Technology Acceptance Model (TAM). Using a quantitative approach with a sample of 437 respondents, the research examines how cultural values moderate the relationships between key TAM constructs and mobile banking adoption intentions. The findings confirm the significance of perceived usefulness, perceived ease of use, perceived risk, and social influence in predicting adoption intentions. Notably, cultural values significantly moderate the relationship between perceived usefulness and adoption intention, suggesting that strong cultural factors may diminish the importance of perceived usefulness in the Jordanian context. The study also reveals a significant mediating effect of perceived usefulness between perceived ease of use and adoption intention. These results contribute to the understanding of technology adoption in diverse cultural settings and provide insights for banks and policymakers in developing culturally sensitive strategies to promote mobile banking adoption in Jordan and similar cultural contexts. The research highlights the need for a nuanced approach to technology acceptance models in cross-cultural studies and offers directions for future research in this domain.