Scale Development and Validation for Measuring the Adoption of Mobile Banking Services

Abstract

Mobile banking (m-banking) has provided new opportunities to banks to engage more effectively with customers. With increasing smartphone penetration and affordable internet connectivity, both urban and rural India are witness to an increase in the number of mobile internet users. A majority of the recent studies on m-banking are focused on developed countries. Among Indian studies, a majority of them focus on internet banking, not many exist that explore the factors which influence user attitude (ATT) and intentions to adopt m-banking. This article aims to propose a scale to study m-banking adoption and validate it in the Indian context. An exploratory study was conducted through a literature review, a focus group discussions and some personal interviews. Exploratory factor analysis (EFA) was carried out which resulted in seven factors labelled as ease of use (EOU), ATT, lifestyle (LS), convenience (CON), efficiency (EFF), trust (TR) and behavioural intention (BI). The measurement model was estimated using confirmatory factor analysis to test the reliability and validity of the scale. The study improves the technology acceptance model (TAM) by adding TR, CON and EFF as relevant factors. The scale also integrates LS to the existing factors and focuses on both socio-technical aspects. The scale can be used by banks to assess how consumers perceive their m-banking service and identify gap areas and opportunities for developing viable m-banking services.

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