Probing future banking service opportunities: a study of the intention to adopt mobile banking among young UK graduates

Abstract

This study attempts to debunk the established myth that young graduates are willing to unconditionally adopt a new technology just because this is made available to them. It aims at identifying the factors that have an impact on the intention to use mobile banking by this segment and explores if these factors confirm the preconceptions associated with this age group. An extended Technology Acceptance Model (TAM) was used to study this particular technology. The findings were derived from a questionnaire survey of final year university students. The findings revealed that the factors of perceived usefulness and perceived enjoyment have a direct positive relationship to the intention to use mobile banking by young graduates, whilst perceived risk has a negative impact. This clearly indicates that marketing strategies should focus on these aspects of mobile banking use, while trying to gain young graduates’ confidence on the negative factor of perceived risk.

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