Authors: Kuang-Hsun Shih, Hsu-Feng Hung, Binshan Lin
Addresses: Department of Banking and Finance, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan. ' Department of Business Administration, National ChengChi University, 64, Sec.2, ZhiNan Rd., Wenshan District, Taipei 11605, Taiwan. ' College of Business Administration, Louisiana State University in Shreveport, 1 University Place, Shreveport, LA 71115, USA
Abstract: M-banking is a channel through which banks interact with customers via mobile devices. M-banking is an emerging mobile commerce application. It is a challenging task for banks to encourage customers to continue using m-banking services, and attract new customers to the service. This study clarifies the differences in the thinking paths of users of m-banking services, and consumers who have not yet used m-banking services, in terms of their involvement. We prove that consumers equipped with more product knowledge tend to pay more attention to the information in relation to product attributes, rather than the peripheral information, which does not consider the advantages and disadvantages of products. These findings can serve as reference for banks in the formulation of different marketing strategies and promotional campaigns targeted at both existing users and consumers who have not adopted m-banking services.
Keywords: mobile banking; mobile communications; financial information systems; bank operations; dual process; m-banking; user experiences; usage intention; mobile commerce; m-commerce; product knowledge; product attributes; marketing strategies; promotional campaigns.
International Journal of Mobile Communications, 2010 Vol.8 No.3, pp.257 - 277
Available online: 05 May 2010 *Full-text access for editors Access for subscribers Purchase this article Comment on this article