Mobile Banking Service Adoption Under Cross-channel Background:Integrity Of Trust Transfer Theory And TAM Model

Mobile banking service is a new mobile information technology applying in the financial industry. Compared to traditional entity banking, phone banking and online banking service, mobile banking service has advantages such as anywhere, anytime, portability and private. However, nowadays the number of customers accepting mobile banking service is far away less than the one of other services. The main cause is that many customers lack of trust in mobile banking service, which obstacles them to adopt it.The aim of this paper is to explore how to utilize the advantage of mobile banking service, then transfer the existing online trust to mobile environment, and rapidly build a credible service environment of mobile banking. Thus, customers may actively accept mobile banking services.After generalizing the status quo of mobile banking service, this paper reviews former researches, including theory of reasoned action, theory of planned behavior, theory of trust transfer and so on. Based on literature reviews, this paper does a systemic and comprehensive research on the adoption factors of mobile banking service under cross-channel background. Different from previous studies, the research model in this paper investigates customers’cross-channel conversion intention of banking service. The model contains not only perceived usefulness, perceived ease of use, mobile trust, and also online trust, online habit, switch cost according to theory of trust transfer. Since undergraduates and businesses are the main potential customer base, this paper takes these two groups as the object of study.186effective responses are gathered through network research and SPSS and SmartPLS are used in data analysis. The result of empirical research shows that all variables except switch cost have significant impact on customers’ cross-channel conversion attitude. Among the factors, mobile trust (b=0.614) has the foremost influence. This research also finds that online trust has significant impact on customers’ cross-channel conversion attitude, and mobile trust fully mediates between the two variables.At the end of this paper, some pieces of shortcomings are brought, providing advice for following up studies.