Factors Affecting Isfahanian Mobile Banking Adoption Based on the Decomposed Theory of Planned Behavior

Abstract

Mobile banking is considered a new era in banking, in which banks are spending considerable amount of money to have it available to their customers and to cut their operations costs. The current exploratory study is an attempt to investigate the factors that influence Isfahanian' intention to adopt mobile banking by extending the renowned framework of Decomposed Theory of Planned Behavior model (DTPB) by additionally examining the effects of trust and perceived risk as components of attitude on behavioral intention. A self-administrated questionnaire had been developed and distributed in Isfahan city. Out of 400 questionnaires that have been distributed, 315 are returned (78.0%). Of these, five (5) responses had to be discarded due to invalid or incomplete data entries. Thus the sample comprising of a total of 310 respondents was used for analysis. The data was analyzed by AMOS software. Results of the study discovered that the decisive or crucial factors influencing mobile banking adoption are attitude and perceived behavioral control, However, social norms were the only factor found insignificant. The perceived usefulness, perceived ease of use ,compatibility, and trust under 'behavioral attitude' have positive effect on behavioral attitude; while perceived risk under 'behavioral attitude' has negative effect on behavioral attitude. the influence of the interpersonal influence under 'subjective norms' was also evident, while self-efficacy and facilitating condition under 'perceived behavioral control' are significant influential factors.Keywords: Adoption of mobile banking, Decomposed Theory of Planned Behavior (DTPB), Trust, Perceived risk International Journal of Academic Research in Business and Social SciencesJuly 2013, Vol. 3, No. 7 ISSN: 2222 231 www.hrmars.com/journals 1.introductionTechnology has become an increasingly vital element in the competitive landscape of the financial services industry. Recent innovations in telecommunications have enabled the launch of new access methods for banking services; one of these is mobile banking; whereby a customer interacts with a bank via mobile phone (Barnes and Corbitt, 2003). In service use, mobile phones are no longer used as they have typically been used before. Talking and text messaging (SMS) will remain, but extensive service use is expected to grow. Mobile Bank is a service provided by the bank that enables the user to receive information on the accounts and make monetary payments based on orders sent via mobile phone and sms service. It allows its customers to receive information on: account balances of the customer; transactions on the customer's accounts and currency exchange rates. The opportunity to use advanced technologies in service delivery have created challenges to developers of financial services; competitive advantage can be gained in form of costs reduction or customer satisfaction increase or lost investing in wrong technologies. In order to rise to the challenges service providers are even more interested to enhance their unders...

Empirical validation of the decomposed theory of planned behaviour model within the mobile banking adoption context

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