AN EMPIRICAL INVESTIGATION OF TRYING AND TRUST TOWARD MOBILE BANKING ADOPTION: A CROSS-CULTURAL ANALYSIS OF CHINESE AND UNITED STATES USERS
In the era of e-commerce and m-commerce, money has become bits of data stored on computers and moves around the world as bytes of information on data communication networks. Mobile and wireless is rapidly changing the way personal financial services are designed and delivered. Mobile banking is one of the new access methods for banking services via new delivery channels consisting of the Internet and mobile technologies.
Innovative technologies have changed the nature of selling and buying financial services in the new electronic banking paradigm. Customers are increasingly given the option to provide services for themselves via electronic delivery channels. As technology has become increasingly a more vital element of service delivery, managerial interest in understanding the adoption processes, preferences, and needs of different customers have led to calls for more academic research. Due to the newness of the mobile banking services, customer behavior in the mobile banking context has remained a rather uncharted territory. Literature suggests that previous adoption models which view technology use as a behavior completely under volitional control are limited in the sense that they do not specifically address the possibility that people may try to undertake the learning activities and experience the outcomes necessary to use a technology.
This study will evaluate a global view of users? acceptance of mobile banking between Asian and Western market to better understand the users? behavioral pattern in different cultural settings. Based on such theoretical underpinnings as The Theory of Trying, UTAUT, Trust, Self-Efficacy and Cross-cultural Dimensions, this research tends to grasp a comprehensive view of mobile banking adoption, based on both perspectives of volitional and non-volitional such as trying. Results of this research may help practitioners of mobile banking services, such as information systems designers and marketing and management executives, to more efficiently design, implement, and promote mobile banking services. Also, identifications of the factors and causal relationships that influence and describe the end user?s adoption toward mobile banking service help focus m-commerce research on questions that significantly impact the development of mobile banking and m-commerce as a whole.
Advisor:Dr. J. P. Shim
School:Mississippi State University
School Location:USA - Mississippi
Source Type:Master's Thesis
Keywords:management and information systems
Date of Publication:04/27/2007