دانلود رایگان مقاله انگلیسی پذیرش بانکداری موبایلی در یک اقتصاد در حال ظهور: تحلیل مصرف کنندگان هندی - امرالد 2017

Abstract

Purpose: This paper aims to analyze the factors affecting Mobile Banking Adoption among Young Indian consumers. Design/methodology/approach: We use a cross-sectional survey research design to empirically examine the factors affecting Mobile Banking Adoption among young Indian consumers. The study sample consists of 269 respondents aged between 23-30 years from India. Findings: The findings of the study suggest that Perceived usefulness, Perceived ease of use, Perceived credibility and Structural assurance are strong determinants of User satisfaction and Behavioral intention to use the mobile banking service. User satisfaction was found to partially mediate the relationship between Perceived usefulness, Perceived ease of use, Perceived credibility and Structural assurance and Behavioral Intention to use the service. Perceived risk was found to be statistically insignificant in terms of its relationship with Behavioral intention to use the service. Research Limitations/implications: The results of this study provide good evidence for banks to further revamp their work practices in the area of mobile banking to enhance the overall penetration of mobile banking in India. Originality/value: The study identifies factors influencing mobile banking adoption among young Indian consumers. Further, this study suggests that user satisfaction partially mediates the relationship between factor influencing mobile banking adoption and behavioral intention. Keywords: Mobile Banking Adoption, Perceived usefulness, Perceived ease of use, Perceived credibility, Perceived risk, Structural assurance, Behavioral intention, User satisfaction, India.

4.3 Data Collection

The field study was carried on a sample of 269 SCMHRD, alumina working with various organizations in the country and using m-banking for more than 6 months. Data collection was administered using modified version of Dillman (2007), total design method. The questionnaire was pre-tested with five practicing professionals who are using m-banking for the last 2 years and five academicians in the technology arena to ensure that the content and criteria related validity of the instrument is established. Perceived Risk originally had 6 items, which were reduced to 3 items; Perceived ease of use originally had 6 items, which were reduced to 3 items; Perceived credibility originally had 6 items which were reduced to 3 items; User Satisfaction originally had 6 items, which were reduced to 3 items and Structural Assurance originally had 6 items, which were reduced to 4 items. The 28 questionnaire items are depicted in Table IV. After conducting the pretest of the questionnaire, pilot testing was conducted. With the help of pilot testing, the reliability of the instrument was established. After pilot testing, we went for the large scale e-survey. Initially we received 185 usable responses. After following up constantly through e-mail and phone calls, another 84 usable responses were received. The Cronbach’s Alpha indicating the internal consistency reliability of the measures for the seven constructs of MBA, US and BI were all close to the suggested value of 0.60 (Malhotra and Dash, 2011) as depicted in Table IV.