Examining mobile financial services in Pakistan: Rural and urban perspective with gender as a moderator

This study demonstrates the adaption of Unified Theory of Acceptance and Use of Technology 2 to investigate how factors like effort expectancy, performance expectancy, social influence, price value, habit, facilitating conditions and hedonic motivation influences consumers intention, subsequently impacting users’ mobile financial services adoption. This study also shed light on the rural and urban perspectives by comparing the results of two different models. Also, this study applied gender as a moderator to gauge its effect between users’ intention and their adoption process. A self-administered questionnaire was developed using established scales. A survey on 392 respondents was conducted in Pakistan. Both SPSS and SmartPLS was used to analyze the data. The study findings revealed that there is a significant difference between factors which influences both rural and urban populations. However, the moderating role of gender was found supported only in the rural sample. This study provides an insight into the perspective of Pakistani consumers’ Mobile Financial Services adoption. The research findings can be adopted as a reference source by the service provider companies in formulating a strategic marketing plan.