Consumer adoption of m-banking: a behavioral reasoning theory perspective

Anil Gupta · Neelika Arora

178 citations0/0 files storedInternational Journal of Bank Marketing

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Purpose The purpose of this paper is to examine the relative influence of “reasons for” and “reasons against” adoption of mobile banking (m-banking) among Indian consumers. Design/methodology/approach Using the framework of behavioral reasoning theory (BRT), hypothesized relationships between values, reasoning constructs, attitude and intentions were developed. The hypotheses were tested using a representative sample of data obtained from Indian banking consumers ( n =379). Confirmatory factor analysis and structural equation modeling were used to analyze the data. Findings The findings indicate that both “reasons for” and “reasons against” have an influence on m-banking adoption. Among the “reasons for” m-banking adoption, ubiquitous is the major determinant, and among the “reasons against” m-banking adoption, tradition barrier is the major determinant. The findings also confirm that value of “openness to change” significantly influences reasons for adoption and has no impact on reasons against and attitude toward m-banking. Research limitations/implications This study examines customers in only one context (i.e. India). Future research can examine samples in other countries so that the results can be generalized. Also the mediating role of demographic factors can be studied in future studies to predict m-banking adoption. Practical implications The findings of this study emphasize the importance of examining both the pro-adoption and anti-adoption factors while developing marketing strategy. This study confirms that m-banking adoption can be increased if managers attempt to minimize the effect of barriers of m-banking adoption. Originality/value This is the first study to examine m-banking adoption using BRT, which investigates the reasons for and reasons against m-banking adoption in a single framework.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2019Diffusion of Innovations 1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1975Judgment under Uncertainty: Heuristics and Biases

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