Understanding the Adoption of Mobile Banking Services: An Empirical Assessment
نویسنده
چکیده
Services offered through the mobile channel are increasing rapidly. However, limited understanding exists on the variation in adoption of these services. This study provides insights on this area by examining factors that influence the adoption of mobile banking services. Based on UTAUT, innovation diffusion, and ubiquitous computing framework, we identity accessibility, alertness, personalization, ease of navigation, service compatibility, device compatibility, and facilitating conditions as key drivers of mobile banking services adoption. Empirical assessment based on discriminant analysis shows that individual perceptions regarding accessibility, alertness, and ease of navigation have a significant influence on the adoption decision. Interestingly, we found that accessibility and ease of navigation had a positive association with the adoption of mobile banking services, while non-adopters perceived alertness to be a more compelling value proposition. Overall, the results offer guidance on how to increase adoption rates and open new avenues for research in the area of mobile services.
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