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  • An investigation of consumer acceptance of M-banking

    Author(s)
    Schuster, L.
    Drennan, Judy
    Griffith University Author(s)
    Schuster, Lisa
    Year published
    2010
    Metadata
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    Abstract
    Abstract Purpose - This paper aims to identify and test the key motivators and inhibitors for consumer acceptance of mobile phone banking (M-banking), particularly those that affect the consumer's attitude towards, and intention to use, this self-service banking technology. Design/methodology/approach - A web-based survey was undertaken where respondents completed a questionnaire about their perceptions of M-banking's ease of use, usefulness, cost, risk, compatibility with their lifestyle, and their need for interaction with personnel. Correlation and hierarchical multiple regression analysis, with Sobel tests, were ...
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    Abstract Purpose - This paper aims to identify and test the key motivators and inhibitors for consumer acceptance of mobile phone banking (M-banking), particularly those that affect the consumer's attitude towards, and intention to use, this self-service banking technology. Design/methodology/approach - A web-based survey was undertaken where respondents completed a questionnaire about their perceptions of M-banking's ease of use, usefulness, cost, risk, compatibility with their lifestyle, and their need for interaction with personnel. Correlation and hierarchical multiple regression analysis, with Sobel tests, were used to determine whether these factors influenced consumers' attitude and intention to use M-banking. Findings - Perceived usefulness, perceived risk, cost and compatibility were found to affect consumer acceptance of M-banking. The results also support a mediation model, whereby attitude transfers the affects of the consumers' perceptions to their intention to use M-banking. Research limitations/implications - The sample used in this study contained a skew toward younger male consumers, affecting the generalisability of the results. Practical implications - Developing marketing programs that focus on creating a positive attitude toward M-banking should attract consumers to this emerging electronic banking channel. Specifically, marketers should emphasise M-banking's usefulness and compatibility with consumers' lifestyle, in addition to designing M-banking systems that minimise risk and cost to the consumer. Originality/value - This paper validates and further develops an existing attitudinal model in the M-banking context, answering the call for additional research to generalise and improve the explanatory power of self-service technology acceptance models to other groups and countries. Keywords Mobile communications systems, Banking, Consumer behaviour, Australia Paper type Research paper
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    Journal Title
    International Journal of Bank Marketing
    Volume
    28
    Issue
    7
    DOI
    https://doi.org/10.1108/02652321011085194
    Subject
    Marketing not elsewhere classified
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/57836
    Collection
    • Journal articles

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