Abstract
This study aims to examine the effects of consumer prudence and impulsivity on their intentions to use mobile banking in the presence of sales promotions. It also tests the moderating effects of promotion types, attractiveness and the cultural dimension known as uncertainty avoidance, on the relationship between consumer prudence and intention to use mobile banking, and the relationship between consumer impulsivity and intention to use mobile banking. A sample of 1,011 mobile banking consumers was obtained from the United States, India and Brazil. The data were analyzed using structural equation modeling. We found that consumer impulsivity and prudence had an impact on consumers’ intentions to use mobile banking in the presence of sales promotions. We also demonstrate that the perceived attractiveness of the sales promotion had a fully moderating effect on consumer impulsivity, prudence and consumers’ intentions to use mobile banking, whereas the type of promotion and uncertainty avoidance had a partially moderating effect on these relationships.
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