Adoption of E-Commerce amongst Pakistani Consumers A Case of Mobile Banking

Since year 2000, Pakistan has been enjoying a tremendous growth in telecommunication sector. The Pakistan did not pay much attention towards mobile commerce as compared to the western countries. This study intended to examine Pakistani consumers’ behavior towards mobile commerce. The m-commerce market in Pakistan is moving towards little growth. The study aimed to investigate diffusion and adoption of mobile banking among Pakistani university students and lecturers using Technology Acceptance Model. The study used stratified random sampling technique and self-administered questionnaire based on five point likert scale to collect data from university students and teachers having bank accounts (N=300). Regression analysis, reliability analysis and descriptive statistics were used to analyze the collected data. Findings revealed that perceived usefulness, perceived ease of use and self efficacy heightens the intention to use mobile banking. The perceived risk, perceived costs, perceived compatibility and usage frequency exerts negative influences on intention to use mobile banking. The implications for marketers and limitations were also included in study.