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Adoption Behavior of Mobile Banking Services: An Empirical Appraisal of Pakistani Consumer

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Author: AWAIS IQBAL

Citable URI : https://vspace.vu.edu.pk/detail.aspx?id=75

Publisher : Virtual University of Pakistan

Date Issued: 3/8/2016 12:00:00 AM

Abstract

To increase customers banking experience by providing convenience and satisfaction, financial service providers are now launching banking services through a mobile phone. This service is called as mobile banking. This study aims to identify and test the inhibitors and motivators for consumer acceptance of mobile banking and to what degree, factors proposed in the literature influence consumer’s decision making process of adopting mobile banking. Scope of this study includes induction of a new theoretical model, created by blend of two significant models from literature. Hypotheses are formulated with the help of constructing a new research framework where six factors, i.e., Perceived usefulness (PU), Perceived ease of use (PEOU), Perceived relative advantage (PRA), Perceived Risk (PR), Perceived Compatibility (PCOM), Cost (COS) were influencing the customer’s attitude towards mobile banking and attitude towards mobile banking was directly influencing the customer’s intention to use mobile banking. Moreover, Perceived ease of use (PEOU) has a positive significant effect on perceived usefulness (PU). To examine each relationship, several measurement instruments are borrowed from previous studies. Survey data from five cities in Pakistan (n=250) are used to test the hypothesis with Regression method. The findings from this study asserted that perceived usefulness (PU), Perceived ease of use (PEOU), Perceived relative advantage (PRA), Perceived Compatibility (PCOM) are the motivators and Perceived Risk (PR) and Cost (COS) are the inhibitors for mobile banking. However, due to time and financial constraints quality of the findings of the analyzed data is limited, which consequently, restricts the generalizability of the findings. This study is among the few studies until the date to identify and test the inhibitors and motivators for consumer acceptance of mobile banking and to what degree, factors proposed in the literature influence consumer’s decision-making process of adopting mobile banking In the Pakistan. Development of the attitudinal model which can be utilized in predicting customer’s intention to use mobile banking is a major theoretical contribution of this study. Corporations can also make use of the model to support professionals, which what aspects of mobile banking should be improved or should be given more importance according to the findings from this study.


URI : https://vspace.vu.edu.pk/details.aspx?id=75

Citation: Iqbal, A. (2016). Adoption Behavior of Mobile Banking Services: An Empirical Appraisal of Pakistani Consumer. Virtual University of Pakistan, (Lahore, Pakistan).

Version : Final Version

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