Mechanism Of Factors Affecting The Intention Use Of Mobile Banking

The rapid development of3G and wide use of intelligent mobile phone, make it possible for people to dealing with business of banking at any time and any place. Huge investment of bankers and mobile operators also suggests mobile banking as a new lover for banking. However, mobile banking hasn’t received wide use as anticipated. In fact, low use rate made a few mainland banks, who stepped into this market in2000, has to quiet it until recent few years. It also tells us user adoption or not play a decisive role in the success or failure of mobile banking. Recent researches about mobile banking in China mainland cares more about the development and improvement of technology, from the user point of view to study the factors that influence consumers to use mobile banking is still relatively less. To make up for the shortage in the empirical study of mobile banking in domestics, and meet the needs of service providers to understand why mobile banking is not being adopted by users, this paper use TAM, which is widely used in the study of information systems, as a basic framework. And taking into account the characteristics of mobile banking, we add other three variables:perceived credibility, self efficacy and system quality. These three factors are taken into account because all have been shown have a significant impact on consumers’ intention to use in previous studies in information systems216questionnaires were collected and structural equation model to be used, we have also adopted a two-step method, to separately analyze the measurement model and structural models. The results support the use of expand TAM model to explain the intention use of mobile banking by explain57.6%variances about it. Perceived credibility is considered the most capable of factors that affect user intentions, followed by perceived usefulness. Perceived ease of use play a significant effect on user intention through perceived usefulness and perceived credibility. Two external variables, self-efficacy and quality of the system, significantly affect the perception of ease of use has also been verified have a significant impact on the perceived ease of use. In addition, the quality of the system appears to be an important factor, because its effect on perceived usefulness and perceived credibility are both significant. This study not only shows that the applicability of TAM model in the mobile banking background, from the user’s perspective and empirical research method can also provide more practical advice for service providers. Advices for managers and research limitations and future research directions are discussed in the last chapter.