We show evidence on the influence of culture on m-banking use and individual performance, by using a combination of the task-technology fit (TTF) model and two of Hofstede's cross-cultural dimension scales: uncertainty avoidance and individualism. On the basis of a sample of 204 m-banking users, we show that individualism moderates the relationship between TTF and use, and uncertainty avoidance moderates the relationship between TTF and individual performance. The remaining constructs, which represent the core of the TTF model, can still empirically explain TTF, use, and individual performance of m-banking. Strategies grounded in these factors are suggested for m-banking service providers to better attract and retain users.
- Task-technology fit (TTF)
- Uncertainty avoidance