Research For Influencing Factors Of Intention Of Using Mobile Banking Services

With the rapid development of mobile Internet and the popularity of smart phones, mobile banking has entered a new period of rapid development. The financial impact of the Internet and increasingly fierce competition of traditional banking services made major domestic commercial banks begin to promote mobile banking services in order to seize the consumer markets. However, although the major domestic commercial banks will develop mobile ba nking as an important strategic choice, mobile phone users and bank branch customers are much more than those of mobile banking users. Under this condition, understanding consumer willingness to use mobile banking and its influencing factors is of great importance for the development of commercial banks in terms of their mobile banking services.This paper researched the factors which influence customers’ willingness to use mobile banking in the atmosphere of the new time period. The study aims to enrich domestic research in the field on one hand, on the other hand help the commercial banks to understand consumer demands and develop more effective marketing strategies.This paper describes the concept of mobile banking and its recent status and development in China. Then the essay systematically combed the mobile banking researches and related theories and technology acceptance theories, making the technology acceptance model as the theoretical basis of this paper, integrating consumer innovativeness and perceived risk. The paper conducted research hypothesis models including 6 variable quantities: perceived usefulness, perceived easy to use, perceived risk, consumer innovativeness, users’ attitude and intention. The essay collected 201 valid copies by doing questionnaire. The paper has done the data descriptive statistical, reliability and validity analysis using SPSS19.0 and AMOS17.0 data analysis software, which has verified the validity and reliability of the questionnaire. On this basis, it tested the hypothetical model using the AMOS17.0 software.Data analysis showed that the core technology acceptance model framework has good explanatory power in the context of mobile banking, in which the perceived usefulness has the greatest impact, perceived easy to use has a direct positive impact on perceived usefulness and consumer attitudes. Consumer innovativeness has a direct significant impact on the users’ attitudes was not supported in this study. What has been supported is that consumer innovativeness has an indirect impact on consumer attitudes towards mobile banking by influencing perceived usefulness and perceived easy to use. In addition, the perceived risk has a significant negative impact on attitudes towards the using of mobile banking, the higher the perceived risk is, the lower the use of consumer intent is. Based on the research findings, this paper made some suggestions for commercial banks to increase consumer willingness to use mobile banking such as integrating the functions, improving the usefulness of mobile banking, streamlining operations, improving the securities and step up publicity and to enhance product innovation and so on. At the past part of the paper, it described the shortcomings and future research directions of this study.