دانلود رایگان مقاله انگلیسی پیش بینی تمایل به استفاده از بانکداری موبایلی در هند - امرالد 2017

Introduction

Information and communication technologies, such as the Internet and wireless technologies, have revolutionised the world. Specifically, the mobile sector in both developed and developing countries is growing enormously. According to a report by the Telecom Regulatory Authority of India (TRAI, 2016), there are 936 million wireless subscribers in India. Moreover, the number of mobile Internet users in India is expected to grow to more than 300 million by the end of 2017 (KPMG, Google, 2016). To meet customers’ expectations, banks now offer a wide range of services delivered through mobile technologies. Mobile banking, which was introduced in India in the late 1990s and early 2000s, is defined as “a channel whereby the customer interacts with a bank via a mobile device, such as a mobile phone or personal digital assistant” (Barnes & Corbitt, 2003). It has considerable potential in developing countries, where customers primarily connect to the Internet through mobile phones. The major advantage of mobile banking is that financial transactions can be conducted anytime and anywhere (Kleijnen et al., 2004; Herzberg, 2003; Rivari, 2006; Laukkanen, 2007). Customers can check account balances, transfer funds between accounts, and make electronic bill payments without traveling to a traditional bank. Mobile banking thus reduces the physical distance between the bank and the customer, helping customers achieve financial inclusion.

Discussion

The objective of the present study was to determine the factors that influence the adoption of mobile banking in India. The empirical results identified four factors that influence customers’ intention to use mobile banking: perceived ease of use, computer self-efficacy, perceived financial cost, and security. The relationships between these factors and the adoption of mobile banking were specified by H1, H3, H4, and H5. All these hypotheses were supported, indicating that Indian banking customers perceive these factors as most important in their intention to use mobile banking.

The factor of perceived ease of use represents the ease of learning and using mobile banking. The results obtained confirm the significant influence of this factor on customers’ intention to use mobile banking. Customers place high importance on a simple, easy-to-use interface on their mobile phone to conduct banking activities.

The significant effects of computer self-efficacy on intention to use mobile banking in this study indicate that customers expect assistance and demonstrations when using mobile banking, since it is a new, technology-focused service for Indian banking customers. To accelerate the use of mobile banking, banks need to concentrate more on helping customers use these services.