An Empirical Research On Using Intention Factors Of Mobile Banking

Along with the rapid development of the3G network and communication technology, a new form of electronic banking, i.e., the mobile banking, begins to enter our life, and presents a good development prospect. Mobile banking makes it possible that users can process the banking business through the mobile communication network and mobile terminals. It has been favored in recent years for its convenience and low cost. Since the launch of mobile banking in1999, the number of users has been growing rapidly in our country. Currently, there are more than340million mobile banking users in China. However, for a variety of reasons, the development of mobile banking in our country is still in its infancy, and the number of users is unable to match with1.2billion mobile users.This study combined the actual usage of mobile banking in our country with Technology Acceptance Model (TAM) and analyzed the using intention factors. Firstly, I introduced the concepts and development stages of mobile banking. Then, through reviewing the research progress at home and abroad, the TAM was adopted as the research framework. Subsequently, a systematic review and analysis of theories involved was carried out. Taking into account our domestic usage, a theory model was developed to explain and predict individual using intention, and it included six factors, i.e., perceived usefulness, perceived ease of use, perceived risk, institutional environment, cultural values, and using intention. The research model focuses not only on the important effects of the users’subjective feeling but also on how cultural values and institutional environment affect users’using intention.Based on308copies of empirical data, a statistical analysis was carried out by using the SPSS17.0and AMOS17.0. In the data analysis stage, I first tested the reliability and validity to ensure that all indexes met the standards. Then I deleted some paths according to the fitting results of structure equation model. After adjusting some hypothesis, we finally confirmed that perceived usefulness, perceived ease of use, perceived risk and the institutional environment had important influences on the using intention. I also verified the important moderating effect of the Uncertainty Avoidance. Based on the research results above, a conclusion was finally given, and also some suggestions on the promotion of mobile banking were proposed.