دانلود رایگان مقاله انگلیسی عوامل موثر در پذیرش بانکداری موبایلی توسط نسل Y بر اساس پذیرش تئوری متحد - الزویر 2017

abstract

This study was undertaken to explore the determinants affecting behavioral intention to adopt mobile banking among generation Y. Based on the theoretical model incorporating the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM), in this study, a revised and extended model was proposed in order to better explain mobile banking adoption. Moreover, the aim was to determine the mediating effect of hedonic motivation on independent mobile banking adoption. The proposed model was empirically tested using survey data provided by 480 respondents and was further analyzed using a structural Equation model (SEM). The analysis results indicated that the revised model had a good fit in the context of mobile banking adoption by generation Y. In addition, hedonic motivation of mobile banking users was identified as the most important factor motivating customers to adopt mobile banking, whereas mobile banking system security had a negative relationship with hedonic motivation. The results can be used by banking institutions to develop strategies and to improve their services in order to increase the adoption of mobile banking among generation Y.

Conclusion and Implications

The objective of this research was to model generation Y's adoption of the mobile banking system and the factors that influence their use ofmobile banking. In this study, the UTAUT model was adopted. The SEM approachwas applied to test the hypotheses and investigate the interrelation among impact constructs. According to the results yielded by the study, the revised model was superior to the theoretical model.

According to the study findings, facilitating conditions and self-efficacy in mobile banking application do not exhibit a direct effect on behavioral intention; indeed, they have a positive effect on hedonic motivation. Consequently, hedonic motivation serves as a mediator between facilitating conditions, self-efficacy, and behavioral intention. In addition, security factor has a negative effect on hedonic motivation. Behavioral intention, on the other hand, is positively affected by hedonic motivation and self-efficacy.

Both direct and indirect effects were noted between selfefficacy in mobile banking application and behavioral intention. However, the findings revealed that the indirect effect between self-efficacy in mobile banking application and behavioral intention via hedonic motivation is more significant than the direct effect. By comparing the theoretical model with the revised model, we found that the percentage explaining the behavioral intention for adopting mobile banking is improved to approximately 70 percent.