عنوان انگلیسی مقاله:

Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust

ترجمه عنوان مقاله: عوامل موثر بر پذیرش بانکداری تلفن همراه توسط مشتریان بانک اردن: توسعه UTAUT2 با اعتماد

رشته: فناوری اطاعات، تجارت الکترونیک، بانکداری

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Banks seem to be one of the most business that are really interested in such systems to provide their customers better services as well as to enhance their effectiveness and efficiency. However, the successful implementation of Mobile banking largely depends on the extent of how much customers are fully motivated to adopt it. In fact, over the Jordanian context, the adoption rate of mobile banking is very low and quite few studies that have examined the related issues of mobile banking. Thus, the purpose of this study is to investigate the factors influencing behavioural intention and adoption of Mobile banking by customers of Jordanian banks. The proposed model has assimilated factors from the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) along with trust. Data was collected by conducting a field survey questionnaire completed by 343 participants. The results mainly showed that behavioural intention is significantly and positively influenced by performance expectancy, effort expectancy, hedonic motivation, price value and trust. This study also looking forward to providing the Jordanian banks with applicable guidelines for effectively implementing and designing Mobile banking. Furthermore, research limitations and future directions will be discussed further in the last section.

Keywords: Mobile banking, Adoption, Jordan, Customers, UTAUT2

مقدمه مقاله

IntroductionAs one of the most innovative and novel technologies, Mobilebanking represents a good example of a mobile technologybreakthrough in the banking sector, enabling customers to inde-pendently produce financial transactions (i.e. balance enquiries,fund transfers, payment of bills) through mobile devices, smart-phones, or Personal Digital Assistants (PDA) at the time and placethat customers choose (Alalwan, Dwivedi, Rana, & Williams, 2016,Alalwan, Dwivedi, Rana, & Simintiras, 2016; Cruz, Neto, Munoz-Gallego, & Laukkanen, 2010; Laukkanen, 2007a,b; Laukkanen andCruz, 2009; Lee, Harindranath, Oh, & Kim, 2015; Lin, 2011, 2013;Luarn and Lin, 2005; Püschel, Mazzon, & Hernandez, 2010).

Increasingly, banks seem to be more motivated to integratethe Mobile banking channels in their logistical systems and a lotof financial and technical resources that have been devoted inthis regard (Lin, 2013). Such of that more than $115 billion has been invested by banks worldwide to implement the Mobile bank-ing technology in their systems by the end of 2013 (CompetePulse, 2013). This acceleration in Mobile banking could be initiallyattributed to a technological breakthrough in mobile and telecom-munication technology. Indeed, this revolution provides solutionsenabling banks to efficiently serve their customers with best qualityand within large regions, particularly where there are restrictions inthe term of Internet networks or establishing traditional branches(Cruz et al., 2010; Laukkanen and Cruz, 2009; Wessels and Drennan,2010).

Moreover, by increasing the number of mobile subscribersworldwide, the potential market of Mobile banking services is morelikely to expand and attract more customers, thus serving the aspi-rations of both customers and banks in this respect as well (Alalwan,Dwivedi, Rana, & Simintiras, 2016; Gu, Lee, & Suh, 2009; Lee et al.,2015; Lin, 2013; Wessels and Drennan, 2010).

For example, thenumber of Mobile banking users is expected to reach 1 billion by2017 as reported by Compete Pulse (2013).With regards to the implementation of Mobile banking channelsin the Jordanian banking context, it is important initially to considerthat Jordan has one of the fastest growing mobile and telecom-munication technology sectors of the countries in the Middle East(The Gulf Today, 2012). For instance, there are four mobile serviceproviders working within the Jordanian mobile market (The JordanTimes, 2013).

This is also accompanied by the increasing penetra tion rate of mobile services. For instance, the number of Mobilephone subscribers in Jordan has exceeded 10 million by the endof 2014 (BuddeComm, 2014). Accordingly, as a competitive neces-sity as well as to improve customer satisfaction and loyalty, out ofthe 26 banks in Jordan, 15 banks have introduced Mobile bankingservices (Migdadi, 2012).

مدل مقاله

مدل عوامل موثر بر پذیرش بانکداری تلفن همراه توسط مشتریان بانک

(Adapted from Gefen et al., 2003; Venkatesh et al., 2012).

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