Abstract
This study evaluated the impact of country culture, represented by Hofstede cultural dimensions, in the adoption of Brazilian mobile banking services. Based on the replication of a theoretical model previously tested in Mozambique (Africa) that combine the extended version of the Unified Theory of Acceptance and Use of Technology (UTAUT2) with the five Hofstede cultural dimensions, this research tested that model in another emerging country, Brazil, using Partial Least Squares (PLS) as a modeling method. Replication showed that the cultural dimensions do not present strong significance in the moderation of the use of mobile banking. In fact, out of five dimensions tested, three were not significant and two showed weak significance (p <0.10): collectivism and short-term orientation. Those results, contrasting with that one presented by Baptista & Oliveira (2015), made sense under Ajzen's theory (1991) - the TPB, leading to the conclusion that the moderation of cultural dimensions on behavior use is not applicable. We concluded that the tested model may not be adherent, finding a theoretical gap to be explored in future studies: the moderation of the behavioral intention by cultural variables proposed by Hofstede.
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