Abstract
This article provides a comprehensive overview of the adoption process using evidence from m-banking adoption in Pakistan. A survey design was used and 189 responses were received from across Pakistan and analyzed using Smart PLS application. Findings suggest that research on the effect of risk in the adoption process remains inconclusive. Contrarily, consumers have overcome many fears due to the usefulness, indispensability, high security features, and effort expended in the use of financial services delivered through m-banking. Perceived risk's (PR) direct influence was found to be generally weak. However, PR plays a major role in the pre-adoption process because it's weak and direct inhibiting influence become an “enhancer” in the association between effort expectancy (EE) and the three key TAM/UTAUT constructs [performance expectancy (PE), attitude (ATT), and adoption intention (INT)]. Most importantly, the role of EE as a strong driver of PE, ATT, INT, and its significant interaction with PR highlights the unique role that both risk and EE play in the adoption process.
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