Title: Adoption of technological innovations in the m-commerce industry

Authors: Vanessa Ratten

Addresses: Management Division, Palumbo Donahue School of Business Administration, Duquesne University, 464 Rockwell Hall, 600 Forbes Avenue, Pittsburgh 15282, Pennsylvania, USA

Abstract: The banking industry has globalised as a result of the many technology innovations created by the internet. The electronic commerce (e-commerce) industry is a result of these technological innovations that have revolutionised the way both consumers and businesses conduct business. In the past decade, banks have encouraged the use of e-commerce and most people are now comfortable conducting their banking online. More recently, mobile commerce (m-commerce) has started to gain momentum and an increasing amount of people are conducting their banking on mobile phone devices instead of through the internet. Mobile banking is a technological innovation that people adopt in different ways depending on internal and external environmental influences. In this paper, a social cognitive theoretical framework is adopted to understand an individual|s intention to adopt mobile banking. A conceptual model is proposed, which helps to explain how environmental influences affect an individual|s intention to adopt mobile banking. Implications for mobile banking and m-commerce industry are stated along with suggestions for future research on technological innovations.

Keywords: mobile banking; m-banking; banks; mobile marketing; m-marketing; technological innovation; behavioural intentions; social cognitive theory; m-commerce; mobile commerce; mobile phones; cell phones.

DOI: 10.1504/IJTMKT.2009.032181

International Journal of Technology Marketing, 2009 Vol.4 No.4, pp.355 - 367

Received: 06 Jul 2009
Accepted: 20 Jan 2010
Published online: 15 Mar 2010 *