Role of Culture in Customer Acceptance of Neobanks

Koen Meijer*, Abhishta Abhishta, Reinoud Joosten

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

1 Citation (Scopus)
24 Downloads (Pure)

Abstract

We examine customer acceptance of neobanks across national cultures using the technology acceptance model (TAM) extended with an additional construct, i.e. trust, accounting for scepticism surrouding digital innovations. We incorporate dimensions developed by Hofstede to evaluate national cultural effects on the modified TAM. For this, we collect primary quantitative data through questionnaires obtaining a sample including many nationalities. We assess our variant of the TAM using partial least squares structural equation modelling to quantify the complex relationships with reflective constructs. We find that national cultural dimensions may not have a significant effect on the customer acceptance. Moreover, the original two independent constructs of the TAM, perceived ease of use and perceived usefulness, have a significant positive weak direct effect on acceptance. However, perceived ease of use has a significant positive strong effect on perceived usefulness and trust. Finally, the theorised trust dimension has a significant positive weak effect on both the perceived usefulness of, and the behavioural intention to use neobanks.

Original languageEnglish
Title of host publicationEnterprise Applications, Markets and Services in the Finance Industry
Subtitle of host publication11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers
EditorsJos van Hillegersberg, Jörg Osterrieder, Fethi Rabhi, Abhishta Abhishta, Vijay Marisetty, Xiaohong Huang
PublisherSpringer
Pages97-116
Number of pages20
ISBN (Electronic)978-3-031-31671-5
ISBN (Print)978-3-031-31670-8
DOIs
Publication statusPublished - 30 Apr 2023
Event11th International Workshop on Enterprise Applications, Markets and Services in the Finance Industry, FinanceCom 2022 - University of Twente, Enschede, Netherlands
Duration: 22 Aug 202224 Aug 2022
Conference number: 11
http://financecom2022.nl

Publication series

NameLecture Notes in Business Information Processing
PublisherSpringer
Volume467
ISSN (Print)1865-1348
ISSN (Electronic)1865-1356

Workshop

Workshop11th International Workshop on Enterprise Applications, Markets and Services in the Finance Industry, FinanceCom 2022
Abbreviated titleFinanceCom 2022
Country/TerritoryNetherlands
CityEnschede
Period22/08/2224/08/22
Internet address

Keywords

  • Culture
  • Digital banking
  • Digital transformation
  • Neobanks
  • 2023 OA procedure

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