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Predicting young consumers' take up of mobile banking services

Koenig-Lewis, Nicole, Palmer, Adrian and Moll, Alexander 2010. Predicting young consumers' take up of mobile banking services. International Journal of Bank Marketing 28 (5) , pp. 410-432. 10.1108/02652321011064917

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Purpose – This paper aims to investigate the barriers for adopting mobile banking services. From a methodological perspective, this paper seeks to build on two widely used models for technology adoption, the Technology Acceptance Model (TAM) and Innovation Diffusion Theory and to test a model that is better able to predict consumers' intention to use mobile banking. Design/methodology/approach – A research model extends the TAM model by additionally examining the effects of compatibility, trust, credibility, perceived risk and cost on behavioural intention. The empirical approach was based on an online survey of 263 young people in Germany, undertaken during August/September 2009. The data were analysed using structural equation modelling. Findings – The results of the study indicated that compatibility, perceived usefulness, and risk are significant indicators for the adoption of m‐banking services. Compatibility not only had a strong direct effect but was also identified as an important antecedent for perceived ease of use, perceived usefulness and credibility. Trust and credibility are crucial in reducing the overall perceived risk of m‐banking. Originality/value – The results of this study have implications for researchers and practitioners. The proposed model explains 65 per cent of the variance in intention to adopt mobile phone banking, which is more than the 40 per cent of variance typically found in other studies using the TAM. This study provides a basis for further refinement of models to predict technology adoption, in particular the inclusion of compatibility as a predictor of behavioural intention. In terms of behavioural and demographic data, the study focuses on segments of individuals who are most likely to adopt m‐banking.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HG Finance
Uncontrolled Keywords: Mobile communication systems, Banking, Trust, Risk assessment, Youth
Publisher: Emerald
ISSN: 0265-2323
Date of First Compliant Deposit: 22 November 2017
Last Modified: 08 Dec 2017 10:48

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