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Introduction
Rapid innovation and increasing competition has revolutionised the services landscape, resulting in providers shifting from traditional face-to-face encounters, to ones that are technology-based, in order to increase efficiency and decrease operating costs (Laukkanen and Lauronen, 2005; Leung and Matanda, 2013). Over the past decade, the emergence of mobile self-service technologies (SSTs) has provided banking organisations greater opportunities to capture new markets (Gummerus and Pihlstrom, 2011). Recent studies have posited that consumer preference for mobile banking (m-banking) over incumbent forms doubled from 2008 to 2012 (Spertus, 2012), with Asia predicted to have the largest number of m-banking users by 2017 (Shen, 2012). Importance of the Asian market is demonstrated by growth in bank marketing research from within this region (Hong and Lee, 2012; Lee, 2009; Phan and Ghantous, 2013).
Previous research investigating the adoption of SSTs have only focused on functional and psychological drivers while overlooking social and cultural factors (Dahlberg et al. , 2008; Venkatesh et al. , 2003). Yet, SSTs and mobile services (m-services) have different antecedents for adoption (Curran and Meuter, 2005). Further, most research on technology adoption has been conducted in the USA and Western Europe (Arvidsson, 2014; Constantiou et al. , 2006; Laukkanen and Pasanen, 2008; Nilsson, 2007), while only limited work exists in developing economies (Alsheikh and Bojei, 2012; Laukkanen and Kiviniemi, 2010; Lee and Chung, 2009). This is problematic, given the predicted growth of m-banking users in Asian nations. Past studies have indicated that technology adoption may be moderated by national culture (Pavlou and Chai, 2002; Straub et al. , 1997), and with the banking industry's long-term focus towards using mobile SSTs, a deeper understanding of adoption across cultures is considered important. In order to fill these gaps, our study establishes the motivators and inhibitors that influence consumers' intentions to use (ITUs) m-banking services across two distinct national cultures, Australia and Thailand.
The following research questions frame the investigation:
RQ1. What are the key motivators and inhibitors that influence consumers' ITU m-banking services.
RQ2. Do the motivators and inhibitors of m-banking use differ between predominantly collectivist (Thai) and individualistic (Australia) national cultures?
This study conceptualises culture as being a "national trait" and does not test culture at an individual level (Gouveia and Ros, 2000). This work contributes to...