Role of Culture in Customer Acceptance of Neobanks

Koen Meijer; Abhishta Abhishta; Reinoud Joosten

doi:10.1007/978-3-031-31671-5_7

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 proceeding › Conference contribution › Academic › peer-review

10 Citations (Scopus)

325 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 language	English
Title of host publication	Enterprise Applications, Markets and Services in the Finance Industry
Subtitle of host publication	11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers
Editors	Jos van Hillegersberg, Jörg Osterrieder, Fethi Rabhi, Abhishta Abhishta, Vijay Marisetty, Xiaohong Huang
Publisher	Springer
Pages	97-116
Number of pages	20
ISBN (Electronic)	978-3-031-31671-5
ISBN (Print)	978-3-031-31670-8
DOIs	https://doi.org/10.1007/978-3-031-31671-5_7
Publication status	Published - 30 Apr 2023
Event	11th International Workshop on Enterprise Applications, Markets and Services in the Finance Industry, FinanceCom 2022 - University of Twente, Enschede, Netherlands Duration: 22 Aug 2022 → 24 Aug 2022 Conference number: 11 http://financecom2022.nl

Publication series

Name	Lecture Notes in Business Information Processing
Publisher	Springer
Volume	467
ISSN (Print)	1865-1348
ISSN (Electronic)	1865-1356

Workshop

Workshop	11th International Workshop on Enterprise Applications, Markets and Services in the Finance Industry, FinanceCom 2022
Abbreviated title	FinanceCom 2022
Country/Territory	Netherlands
City	Enschede
Period	22/08/22 → 24/08/22
Internet address	http://financecom2022.nl

Keywords

Culture
Digital banking
Digital transformation
Neobanks
2023 OA procedure

Access to Document

10.1007/978-3-031-31671-5_7

ArticleFinal published version, 442 KBLicence: Taverne

Cite this

Meijer, K., Abhishta, A., & Joosten, R. (2023). Role of Culture in Customer Acceptance of Neobanks. In J. van Hillegersberg, J. Osterrieder, F. Rabhi, A. Abhishta, V. Marisetty, & X. Huang (Eds.), Enterprise Applications, Markets and Services in the Finance Industry: 11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers (pp. 97-116). (Lecture Notes in Business Information Processing; Vol. 467). Springer. https://doi.org/10.1007/978-3-031-31671-5_7

Meijer, Koen ; Abhishta, Abhishta ; Joosten, Reinoud. / Role of Culture in Customer Acceptance of Neobanks. Enterprise Applications, Markets and Services in the Finance Industry: 11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers. editor / Jos van Hillegersberg ; Jörg Osterrieder ; Fethi Rabhi ; Abhishta Abhishta ; Vijay Marisetty ; Xiaohong Huang. Springer, 2023. pp. 97-116 (Lecture Notes in Business Information Processing).

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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.",

keywords = "Culture, Digital banking, Digital transformation, Neobanks, 2023 OA procedure",

author = "Koen Meijer and Abhishta Abhishta and Reinoud Joosten",

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Meijer, K, Abhishta, A & Joosten, R 2023, Role of Culture in Customer Acceptance of Neobanks. in J van Hillegersberg, J Osterrieder, F Rabhi, A Abhishta, V Marisetty & X Huang (eds), Enterprise Applications, Markets and Services in the Finance Industry: 11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers. Lecture Notes in Business Information Processing, vol. 467, Springer, pp. 97-116, 11th International Workshop on Enterprise Applications, Markets and Services in the Finance Industry, FinanceCom 2022, Enschede, Netherlands, 22/08/22. https://doi.org/10.1007/978-3-031-31671-5_7

Role of Culture in Customer Acceptance of Neobanks. / Meijer, Koen; Abhishta, Abhishta ; Joosten, Reinoud.
Enterprise Applications, Markets and Services in the Finance Industry: 11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers. ed. / Jos van Hillegersberg; Jörg Osterrieder; Fethi Rabhi; Abhishta Abhishta; Vijay Marisetty; Xiaohong Huang. Springer, 2023. p. 97-116 (Lecture Notes in Business Information Processing; Vol. 467).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

TY - GEN

T1 - Role of Culture in Customer Acceptance of Neobanks

AU - Meijer, Koen

AU - Abhishta, Abhishta

AU - Joosten, Reinoud

N1 - Conference code: 11

PY - 2023/4/30

Y1 - 2023/4/30

N2 - 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.

AB - 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.

KW - Culture

KW - Digital banking

KW - Digital transformation

KW - Neobanks

KW - 2023 OA procedure

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SN - 978-3-031-31670-8

T3 - Lecture Notes in Business Information Processing

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BT - Enterprise Applications, Markets and Services in the Finance Industry

A2 - van Hillegersberg, Jos

A2 - Osterrieder, Jörg

A2 - Rabhi, Fethi

A2 - Abhishta, Abhishta

A2 - Marisetty, Vijay

A2 - Huang, Xiaohong

PB - Springer

T2 - 11th International Workshop on Enterprise Applications, Markets and Services in the Finance Industry, FinanceCom 2022

Y2 - 22 August 2022 through 24 August 2022

ER -

Meijer K, Abhishta A , Joosten R. Role of Culture in Customer Acceptance of Neobanks. In van Hillegersberg J, Osterrieder J, Rabhi F, Abhishta A, Marisetty V, Huang X, editors, Enterprise Applications, Markets and Services in the Finance Industry: 11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers. Springer. 2023. p. 97-116. (Lecture Notes in Business Information Processing). doi: 10.1007/978-3-031-31671-5_7

Role of Culture in Customer Acceptance of Neobanks

Abstract

Publication series

Workshop

Keywords

Access to Document

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Enterprise Applications, Markets and Services in the Finance Industry: 11th International Workshop, FinanceCom 2022, Twente, The Netherlands, August 23–24, 2022, Revised Selected Papers

Cite this