The factors affecting users’ behavioral intention on mobile banking

• Main Authors: Chang, Hsiu-Jung, 張&;#32137;容
• Other Authors: Ding, Cherng G.
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/24751029399185233820

碩士 === 國立交通大學 === 管理學院經營管理學程 === 99 === With advancement of mobile technology and popularity of smartphones, the development of the mobile banking seems to be appealing. However, the current usage is still quite low. The primary purpose of this study is to examine the key factors affect users’ behavioral intention on mobile banking. The theory structure is based on Unified Theory of Acceptance and Use of Technology (UTAUT) by Venkatesh et al.(2003), and added perceived risks as another independent variable because of the mobile banking service characteristics and product involvement as a moderator. This study adopts multiple regression analysis to discover the associations between the research scope and behavioral intention by collecting related literature and questionnaires conducted from mobile banking users in Taiwan with 275 effective samples. As a conclusion, it is found that (1) performance expectancy、effort expectancy、social influence and facilitating conditions have obviously positive influences on behavioral intentions of the mobile banking usage, and effort expectancy has the most obvious influence. (2) Perceived risk has obviously negative influence on the contrary. (3) Product involvement moderates the impact of effort expectancy and perceived risk on behavioral intention. This study proposes some suggestions and references for further studies and mobile banking service providers.