Research On Influence Factors Of College Students Intention To Use Mobile Banking

As the application of mobile commerce in financial aspects, mobile banking has manyfunctions such as financial management, electronic payment, shopping consumption. It hasbeen great convenient for people by saving cost and time. Mobile banking has not commonusage in China with the restrictions of late start, technology, the function and traditional idea.As a special group, college students will be the potential mobile banking users in futurecertainly. To understand the intention and the main influence factors of mobile banking isrelevant to the promotion and development of mobile banking.With the summary and review of previous literature, the college students’ behavioralintention of mobile banking and the influence factors have been analyzed in this study fromthe perspective of consumer adoption. First of all, on the base of Technology AcceptanceModel theory, Innovation Diffusion theory, Perceived Risk theory and the characteristics ofmobile banking and college students, a theoretical model and relevant hypotheses areproposed by perceived usefulness, perceived ease of use, personal innovativeness, perceivedcost, perceived risk as influence factors. Secondly, whether it is significantly differentbetween influence factors has been discussed by control variable such as gender, age,education, monthly expense, knowledge and usage of mobile banking. Then, the data iscollected by questionnaire survey. In order to test hypotheses, SPSS17.0and AMOS7.0areused to reliability and validity analysis, hypothesis test, path analysis, T-Test and varianceanalysis by the285valid questionnaires. At last, according to the research results, somemarketing suggestions of college students group are proposed for banks and operators topromote the usage and development of mobile banking.