Exploring Intention to Adopt Mobile Banking Amongst Indian Youth
Keywords:Banking, Mobile Banking, Adoption, India, Youth
The purpose of the present study is to investigate the major factors that influence the intention to adopt mobile banking. It explores the adoption factors using technology acceptance (TAM) and diffusion of innovation (DIT) theory. Major focus of the study is on the young consumer group that is more likely to adopt mobile banking. Analysis of the study is based on responses from college students in the national capital territory (NCT) of Delhi. Data is analysed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Results indicate that constructs viz., perceived usefulness (PU), perceived ease of use (PEOU), compatibility; trust and attitude are significant factors to be considered for determination of intention to adoption mobile banking. The study includes implications for researchers and practitioners in terms of identifying the key indicators of adoption of emerging technologies pertaining to mobile banking. It forms a base for future research to predict technology adoption in the context of developing countries.
Chiu, C. M., Lin, H. Y., Sun, S. Y., and Hsu, M. H. (2009) ‘Understanding customers’ loyalty intentions towards online shopping: an integration of technology acceptance model and fair¬ness theory’, Behaviour and Information Technology, 28:4, pp. 347-360.
Conway, J. M. and Huffcutt, A. I. (2003) ‘A review and evaluation of exploratory factor analysis practices in organizational research’, Organizational Research Methods, 6:2, pp.147-168.
Crabbe, M., Standing, C., Standing, S. and Karjaluoto, H. (2009) ‘An adoption model for mobile banking in Ghana’, International Journal of Mobile Communications, 7:5, pp. 515-543.
Cruz, P., Neto, L. B. F., Muñoz-Gallego, P. and Laukkanen, T. (2010) ‘Mobile banking rollout in emerging markets: evidence from Brazil’, International Journal of Bank Marketing, 28:5,pp 342-371.
Davis, F. D. (1989) ‘Perceived usefulness, perceived ease of use, and user acceptance of informa¬tion technology’, MIS Quarterly, 13:3, pp. 319-340.
Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989) ‘User acceptance of computer technology: A comparison of two theoretical models’, Management Science, 35:8, pp. 982-1003.
Fornell, C. and Larcker, D.F. (1981) ’Evaluating structural equation models with unobservable variables and measurement error’, Journal of Marketing Research, 18:1, pp. 39-50.
Gu, J. C., Lee, S. C. and Suh, Y. H. (2009) ‘‘Determinants of behavioral intention to mobile banking.’, Expert Systems with Applications’, 36:9, pp. 11605-11616.
Hsu, C. L., and Lu, H. P. (2004) ‘Why do people play on-line games? An extended TAM with social influences and flow experience’, Information & Management, 41:7, pp. 853-868.
Karjaluoto, H., Mattila, M. and Pento, T. (2002) ‘Factors underlying attitude formation towards online banking in Finland’, International Journal of Bank Marketing, 20:6, pp 261-272.
King, W.R. and He, J. (2006) ’A meta-analysis of the technology acceptance model’, Information & Management’, 43:6, pp. 740–755.
Koenig-Lewis, N., Palmer, A. and Moll, A. (2010) ‘Predicting young consumers’ take up of mo¬bile banking services’, International Journal of Bank Marketing, 28:5, pp. 410-432.
Legris, P. Ingham, J. and Collerette, P. (2003) ’Why do people use information technology? A critical review of the technology acceptance model’, Information & Management, 40:3, pp.191–204.
Lin, H. F. (2011) ‘An empirical investigation of mobile banking adoption: the effect of innovation attributes and knowledge-based trust’, International Journal of Information Management, 31:3, pp. 252-260.
Lin, H. F. (2013) ‘Determining the relative importance of mobile banking quality factors’, Com-puter Standards & Interfaces, 35:2, pp. 195-204.
Luarn, P. and Lin, H. H. (2005) ‘Toward an understanding of the behavioral intention to use mobile banking’, Computers in Human Behavior, 21:6, pp. 873-891.
Luo, X., Li, H., Zhang, J. and Shim, J. P. (2010) ‘Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services’, Decision Support Systems, 49:2, pp. 222-234.
Mallat, N., Rossi, M., Tuunainen, V. K. and Oorni, A. (2006) ‘The impact of use situation and mobility on the acceptance of mobile ticketing services’, System Sciences,. HICSS’06. Pro¬ceedings of the 39th Annual Hawaii International Conference on (Vol. 2, pp. 42b-42b). IEEE.
Mathieson, K. (1991) ‘Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior’, Information Systems Research, 2:3, pp. 173-191.
Mukherjee, A. and Nath, P. (2003) ‘A model of trust in online relationship banking’, International Journal of Bank Marketing, 21:1, pp. 5-15.
Mukherjee, A. and Nath, P. (2007) ‘Role of electronic trust in online retailing: a re-examination of the commitment-trust theory’, European Journal of Marketing, 41:9-10, pp. 1173-1202
Riquelme, H. E. and Rios, R. E. (2010) ‘The moderating effect of gender in the adoption of mobile banking’, International Journal of Bank Marketing, 28:5, pp. 328-341.
Sulaiman, A., Jaafar, N. I. and Mohezar, S. (2007) ‘An overview of mobile banking adoption among the urban community’, International Journal of Mobile Communications, 5:2, pp 157-168.
Taylor, S. and Todd, P. (1995) ‘Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions’, International Journal of Research in Marketing, 12:2, pp. 137-155.
Venkatesh, V. (1999) ‘Creation of favorable user perceptions: exploring the role of intrinsic moti-vation’, MIS quarterly, 23:2, pp 239-260.
Venkatesh, V. and Davis, F. D. (1996) ‘ A model of the antecedents of perceived ease of use: De-velopment and test’, Decision sciences, 27:3,pp 451-481.
Venkatesh, V. and Davis, F. D. (2000) ‘A theoretical extension of the technology acceptance mod¬el: four longitudinal field studies’, Management science, 46:2, pp 186-204.
Zhou, T. (2011) ‘An empirical examination of initial trust in mobile banking.’, Internet Research, 21:5, pp. 527-540.