Abstract
Research on diffusion of mobile banking is still in the beginning stage and the purpose to describe the diffusion as well as understanding the consumer adoption of mobile banking, still demand urgent market research, in the context of mobile banking adoption. To understand this problem, this research examines the mobile banking by measuring the consumer adoption. This research employed the diffusion of innovation theory. Data were gathered from 328 mobile banking users of three cities, Bahawalpur, Multan and Muzaffargarh, in the Province of Punjab, Pakistan, by using self-administered, survey questionnaires. Data were statistically tested by using Structural Equation Model PLS (SEM). In the end, the results validated the notion of diffusion of mobile banking, in the context of low income people of Pakistan. The results also revealed that majority of the main factors like complexity, social influence, relative advantage and consumer innovativeness, did have significant influence on diffusion of mobile banking adoption. However, two factors, perceived risk, and self-efficacy were insignificant with diffusion of mobile banking adoption.