Earticle

초록

영어

With the proliferation of smart devices, mobile banking has become increasingly important. Customers can manage their banking needs without desktop computers or a face-to-face meeting with bank tellers. However, contrary to expectation of wide-spread use of mobile banking, several factors restrict its adoption. The purpose of this study is to explore what factors affect positively or negatively the adoption of mobile banking from economic (operational competence, convenience, mental accounting), psychological (hope, self-efficacy, optimism, resiliency) and social perspectives (normative social pressure, embarrassment avoidance). This paper suggests that three enablers would consequently affect a customer’s perceived utilitarian and hedonic value in mobile banking, followed by trust and intention to use. In testing the hypothesized research model, survey and analysis of a structural equation model using Amos are conducted. The findings emphasize that banks need to focus on perceived utilitarian and hedonic values when considering economic, psychological and social enablers most salient to customers in order to promote greater adoption of mobile banking services.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Conceptual Background
2.1. Utilitarian and Hedonic Value
2.2. Enablers of Mobile Banking
2.3. Trust in Mobile Banking
Ⅲ. Research Model and Hypotheses
3.1. Economic Enabler and Utilitarian Value
3.2. Psychological Enablers and Utilitarian/Hedonic values
3.3. Social Enablers and Utilitarian Values
3.4. Utilitarian/Hedonic Values and Trust
3.5. Trust and Intention to Use
Ⅳ. Research Methodology
Ⅴ. Results
5.1. Unidimensionality Assessment
5.2. Hypothesis Testing
Ⅵ. Discussion and Implications
6.1. Summary of Research Findings
6.2. Theoretical and Practical Implications
6.3. Limitation and Future Research

 Questionnaire

저자

• YunJi Moon [ Associate Professor, Department of Management Information Systems, Catholic University of Pusan, Korea ] Corresponding Author

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