Can the demographic and subjective norms influence the adoption of mobile banking? Online publication date: Sun, 14-Oct-2012
by Aik-Chuan Teo; Garry Wei-Han Tan; Ching-Mun Cheah; Keng-Boon Ooi; King-Tak Yew
International Journal of Mobile Communications (IJMC), Vol. 10, No. 6, 2012
Abstract: The study aims to incorporate the demographic factors and subjective norms with the Technology Acceptance Model (TAM) in investigating the intention to adopt mobile banking in Malaysia. Of the 400 questionnaires, 193 usable questionnaires were returned, thus yielding a response rate of 48.25%. The data was tested using multiple regression and factor analysis. Among the four demographic constructs, education and income were found to be positively related with PU. However, only gender and education were positively related with PEOU. The findings also validated the mediating effect of PEOU on PU. Likewise, PEOU, PU and SN positively affect the Malaysian's intention to adopt mobile banking. The study is beneficial for both scholar as well as practitioners such as banking institutions, policy makers, system developers and marketers especially when crafting key decisions.
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