Schwartz's Values and UTAUT2's Impact on Mobile Banking Adoption

Authors

  • Ahmad Hendra Marfiadi Universitas Pancasila
  • Sri Widyastuti Universitas Pancasila
  • Mombang Sihite Universitas Pancasila

DOI:

https://doi.org/10.47672/ijbs.2904

Keywords:

Schwartz’s Value, Digital Transformation Policy, Self-Enhancement, Mobile Banking Adoption, Self-Transcendence

Abstract

Purpose: This study examined the influence of Conservation, Openness to Change, Self-Enhancement, and Self-Transcendence value domains on mobile banking adoption, utilizing key constructs from the UTAUT2 framework.

Material and Methods: An exploratory quantitative research design was utilized, incorporating Structural Equation Modeling (SEM) with AMOS on survey data from 800 purposively selected banking customers to analyze contextual motivations influencing value-based adoption.

Findings: The findings indicated that each value domain influenced behavioral intention via unique UTAUT2 pathways. Conservation indirectly influenced intention through social influence and performance expectancy. Openness to Change had the most significant effects via hedonic motivation and effort expectancy. Self-Enhancement affected performance expectancy and price value, whereas Self-Transcendence functioned through social influence and performance expectancy.

Implications to Theory, Practice and Policy: UTAUT2 constructs are impacted by Schwartz's value orientations, which influence technology adoption depending on users' incentives for efficiency, security, innovation, and social contributions.

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Published

2026-04-19

How to Cite

Marfiadi, A. H., Widyastuti, S., & Sihite, M. (2026). Schwartz’s Values and UTAUT2’s Impact on Mobile Banking Adoption. International Journal of Business Strategies, 12(2), 1–15. https://doi.org/10.47672/ijbs.2904

Issue

Vol. 12 No. 2 (2026)

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Articles

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Copyright (c) 2026 Ahmad Hendra Marfiadi, Sri Widyastuti, Mombang Sihite

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