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Title: |
An overview of mobile banking adoption among the urban community |
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Author: |
Ainin Sulaiman, Noor Ismawati Jaafar, Suhana Mohezar 
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Address: |
Department of Marketing and Information Systems, University of Malaya, 50653 Kuala Lumpur, Malaysia. ' Department of Marketing and Information Systems, University of Malaya, 50653 Kuala Lumpur, Malaysia. ' Department of Marketing and Information Systems, University of Malaya, 50653 Kuala Lumpur, Malaysia |
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Journal: |
International Journal of Mobile Communications 2007 - Vol. 5, No.2 pp. 157 - 168 |
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Abstract: |
Technological advances have changed the way in which financial services are transacted, with mobile banking being the latest development in this domain. This paper focuses on the adoption of mobile banking services by consumers. Rogers' diffusion of innovation model was adopted to study the consumers' behaviour and motivation towards this innovation. The personal characteristics of mobile banking users were found to be important determinants of their adoption decisions. This finding provides the financial services industry with a better understanding of customer perceptions of mobile banking services and helps them plan their marketing strategies and promotion approaches for mobile banking services in the future. |
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Keywords: |
mobile banking; financial services; consumer behaviour; diffusion of innovation; mobile commerce; m-banking; m-commerce; mobile communications; urban consumers; personal characteristics; customer perceptions; marketing strategies; mobile services; m-services. |
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DOI: |
10.1504/IJMC.2007.011814 |
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