دانلود رایگان مقاله انگلیسی تصویب مصرف کنندگان از خدمات بانکداری موبایلی: بررسی عوامل - الزویر 2018

ABSTRACT

Many seminal studies have explored consumers’ attitude and perception to adopt mobile banking as a general and unique service channel. However, no empirical studies have so far addressed consumers’ intentions to select mobile banking service delivery channel from behavioral, technological, social, cultural, and organizational perspectives for the three distinct stages like static, interaction, and transaction service. This quantitative study investigates consumers’ behavioral intentions to adopt mobile banking at the three distinct service stages. It is designed to examine this behavioral pattern based on the theoretical concept of GAM model. In this regard, an extensive empirical study was conducted among mobile banking service receivers in Bangladesh. The results reveal that driving factors of consumers’ behavioral intentions to adopt mobile banking at the static, interaction, and transaction service phases are significantly different, providing important theoretical and practical contributions.

6. Conclusion

This consumer behavior study for mobile banking service delivery channel is designed on the theoretical concept of GAM model. Traditional researchers of mobile banking have conducted extensive research on consumers’ behavioral intention to adopt mobile banking as a general and unique service channel. This methodological procedure indicates, marketing and behavioral researchers of mobile banking assumed that for all kinds of services offered through mobile banking, consumers’ service output demand is consistent, similar, and generalized. However, this current research categorized mobile banking service into three phases namely, static (where consumers can only check account balances or view account and investment related information and interest), interaction (where consumers can communicate with service providers for two-way communication), and transaction (where consumers can accomplish some sensitive financial operations such as money transfer from one account to another and payment of bills). Since, operations, functional activities, service patterns, association of technologies, sensitivity of operations, and vulnerability of risks are quite different and distinct to each specific service level, categorization of services for the three stages and conceptualization of consumers behavior reflecting their service output demand for these three channels separately is of significant benefit for both theory and practice.

Shedding light on consumers’ behavioral intentions at the three stages of mobile banking service, we can observe that PFB and PATU are the common driving forces for consumers. Adopting this service at the primary static stage, intermediate interaction stage, and ultimate transaction stage, consumers should understand and become familiar about the scope, background, and functions of this alternative mobile technology driven channel which has risks of security but this is very dynamic, robust, and has compatibility with mobile life. However, one of the important essences of this behavioral intention is the capability of consumers to access and avail this service. Since it is highly technology oriented, and self-service technology is the prime controlling variable to be able to learn how to seek service through this service delivery channel, consumers should have confidence and competence in availing, accessing, and using this channel.