Study On Factors Influencing The Intention Using Mobile Banking Services

In recent ten years, especially since 2008, along with the popularization of mobile internet technology application and 3G intelligent mobile phone, and the major commercial banks to spare no effort to promote, an unprecedented expans ion of mobile phone banking financial application in China has been the main co mmercial banks,electronic banking(including mobile phone bank) replacement rat e is over 70%.Therefore, the major commercial banks will be mobile phone banki-ng products as a strategic product to grasp, to carry out various forms of marketi-ng activities, rich mobile phone banking functions, to provide more preferential measures, in most of the currentcustomer profit condition, is to seize the customer resources, enhance the effectivemeans of customer viscosity.Based on the domestic and foreign about mobile phone bank related literatur e on carding, through setting questionnaire, interviews and other methods, find out the impact factors on the intention to use mobile phone banking, and analyzes th e results.Because of the field and the time by the domestic and foreign research ers focus on thestudy of intention to use mobile phone banking is different, so th ere are geographical and age restrictions, in the new era background, study the in fluence factors on the adoption of mobile phone bank customers is also of great significance. In order to explore the background of the new era, the influence fa ctors of willingness to new usemobile phone bank, on the basis of TAM, carry o n the customer interview and questionnaire survey. Based on the factors affecting the usage intention of mobile phone bank interview and questionnaire results can verify the Davis(1989) of the technology acceptance model, perceived useful-es s, perceived ease of use and perceived reliability is a key factor affecting the us er intention. Also confirms the Wu Pei-fu Red(2013) proposed trust, economic cost of mobile banking customers are also important factors affecting willingne ss to use, in addition to a high degree of substitutability of mobile banking an d mobile banking users also use inertial willingness factors.At present, Jiangxi mobile phone bank has great potential for development, it is forbanks to increase income, savings in operating costs and improve the mark et competitiveness of great significance. Eighteen party 3 in plenary meeting put forwardto deepen the reform of comprehensive financial reform, be imperative, the financial industry will further open to the outside world, Chinese bank Jiangx i branch will be faced with the challenge and competition of domestic and forei-gn banks greater. Can grasp the opportunity, multiply situation and on, in masterin g the initiative has the important meaning of developing the future competition pat-tern.Conclusions of this study will not only help develop a branch of Bank of China, Jiangxi, more scientific and rational system of mobile banking transactions and rules, but also to help banks develop and implement more effective marketing strategies to maintain existing users, accelerating from the traditional bank counter transfer of business to mobile phone banking.