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Study On Consumers’ Adoption Of Mobile BankingBased On Technology Acceptance Model

Posted on:2014-01-16Degree:MasterType:Thesis
Country:ChinaCandidate:X R LuoFull Text:PDF
GTID:2249330395495348Subject:Business management
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With the mature of mobile Internet technology and the growth of mobile phone users, mobile commerce has entered a new period of rapid development. It can be said that the rapid rise of mobile commerce and mobile banking is showing good prospects of mobile banking and wireless financial services in the future. Several domestic banks have invested a lot of manpower and resources to carry out the mobile banking service, to accelerate business layout and seize the market highland. In such a realistic context, this study focuses on the mobile banking service, hoping to introduce and apply technology acceptance model (TAM) to the real condition of mobile banking in our country. More importantly, we want to exploit the consumer characteristic variables such as technology readiness, and explore their regulation effects on technology acceptance behavior, so as to help commercial banks and other financial institutions understand customer needs, optimize their market segmentation and marketing promotion.This article first introduces the concept of mobile banking, its development stage and service functions, etc. Then, after meticulously combing literature about mobile banking at home and abroad, we identify the Technology Acceptance Model (TAM) as the research framework. Subsequently, a systematic review and analysis of technology acceptance model theory has been carried out, focusing on situational factors (i.e. Moderator variables). Then we find that technology readiness, a measure of consumers’overall psychological state of the technology, has an important effect in technology acceptance. Finally, we review the relevant literature on technology readiness (TR), focusing on its role in users’technology adoption behavior. On all these bases above, this paper finally constructs the research model including perceived usefulness, perceived ease of use, technology readiness and behavioral intention.Based on264copies of empirical data, we carry out the statistical analysis with the SPSS18.0. The results show that perceived usefulness and perceived ease of use have significant positive impact on the intention of using mobile banking. Also, the hierarchical regression confirmed the significant moderating effect of technology readiness in the relationship between perceived usefulness and behavioral intention. But the moderating effect of technology readiness in the relationship between perceived ease of use and behavioral intention is not significant.Based on the research results above, we conduct the thorough discussion in the end.
Keywords/Search Tags:Mobile banking, Technology acceptance model (TAM), Technology readines
PDF Full Text Request
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