Title: Can the demographic and subjective norms influence the adoption of mobile banking?

Authors: Aik-Chuan Teo; Garry Wei-Han Tan; Ching-Mun Cheah; Keng-Boon Ooi; King-Tak Yew

Addresses: Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia

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.

Keywords: demographics; mobile banking; TAM; technology acceptance model; Malaysia; subjective norms; m-banking adoption; intention to adopt.

DOI: 10.1504/IJMC.2012.049757

International Journal of Mobile Communications, 2012 Vol.10 No.6, pp.578 - 597

Published online: 14 Oct 2012 *

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