Exploring Stimuli Affecting Behavioral Intention and Actual Credit Card Usage: Application of Updated Technology Acceptance Model

Abstract

This study examined behavioral patterns of plastic money users in the psychographic domain by application of the unified theory of acceptance and use of technology (UTAUT). It further expands the Technology Acceptance Model (TAM). Effort expectancy (EE), performance expectancy (PE), social influence (SI), and perceived risk (PR) have been used as the antecedent of credit card behavior intentions (CCBI) and subsequent use behavior (UB). A well-defined adopted questionnaire was utilized to gather information from 384 credit card users through a field survey. The partial least square structural equation modeling (PLS-SEM) technique has been used through Smart PLS 3 software for testing the depth and primary model of this study. CCBI in the country was essentially impacted by effort and performance expectancy but social influence, and perceived risk were insignificant to predict CCBI. Psychographic factors like price consciousness and self-esteem were found as significant moderators of UTAUT defined antecedents and outcomes. The study contributes towards the enrichment of understanding about the credit card industry in the shape of growth, behavioral reading, lifestyles, and awareness in Pakistan. Raising awareness among the people about the price value and the other offering benefits of the credit card can enhance the credit card usage behavior in the country.