Behavioural Intention to the Use of Mobile Banking in Kerala: An Application of Extended Classical Technology Acceptance Model

T. G. Saji · Deepa Paul

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

This research, using an extended version of classical technology acceptance model (TAM), investigates the factors influencing the adoption behaviour of mobile technology in banking. Survey data on 214 banking customers in Kerala were analysed under a structural equation modeling (SEM) framework and the results confirm the usefulness of TAM in predicting mobile banking adoption behaviour. The exogenous constructs from the original TAM, perceived usefulness (PU), and perceived ease of use (PEU) along with two additional constructs in the extended model, perceived credibility (PC) and perceived self-efficacy (PSE), emerged out as significant antecedents of the behavioural intention of customers, especially of an educated youth, towards the use of mobile technology in banking. Findings ultimately suggest that accurate and consistent identification of customers’ propensity to adopt technology banking provides strategic map to banks from emerging markets to grow in underserved markets, achieve omni-channel presence, and disrupt value chain components.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1995Understanding Information Technology Usage: A Test of Competing Models 2003Trust and TAM in Online Shopping: An Integrated Model1 2000Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model 1995Computer Self-Efficacy: Development of a Measure and Initial Test 1993User acceptance of information technology: system characteristics, user perceptions and behavioral impacts 1991Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior

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