Social Influence Effect on Consumers’ Intention to Adopt Mobile Banking Services

This article analyzes how the perception of risk moderates the relationships between social influence and the characteristics of personal innovativeness (PI), perceived utility (PU) and trust, leading to an increase in the adoption process for mobile banking. A quantitative study was developed, using partial least squares SEM. It was identified that social influence is antecedent of PI, PU and trust in the adoption of mobile banking and perceived risk moderates these relations described.