Title: Probing future banking service opportunities: a study of the intention to adopt mobile banking among young UK graduates
Authors: Reza Mojtahed; José Miguel Baptista Nunes; G.C. Alex Peng
Addresses: Information School, The University of Sheffield, Regent Court, 211 Portobello, Sheffield, S1 4DP, UK ' Information School, The University of Sheffield, Regent Court, 211 Portobello, Sheffield, S1 4DP, UK ' Information School, The University of Sheffield, Regent Court, 211 Portobello, Sheffield, S1 4DP, UK
Abstract: This study attempts to debunk the established myth that young graduates are willing to unconditionally adopt a new technology just because this is made available to them. It aims at identifying the factors that have an impact on the intention to use mobile banking by this segment and explores if these factors confirm the preconceptions associated with this age group. An extended Technology Acceptance Model (TAM) was used to study this particular technology. The findings were derived from a questionnaire survey of final year university students. The findings revealed that the factors of perceived usefulness and perceived enjoyment have a direct positive relationship to the intention to use mobile banking by young graduates, whilst perceived risk has a negative impact. This clearly indicates that marketing strategies should focus on these aspects of mobile banking use, while trying to gain young graduates' confidence on the negative factor of perceived risk.
Keywords: e-business; electronic business; m-banking; mobile banking; technology adoption; young graduates; UK; United Kingdom; banking service opportunities; banking services; intention to adopt; extended TAM; technology acceptance model; final year students; university students; perceived usefulness; perceived enjoyment; perceived risk; marketing strategies.
International Journal of Wireless and Mobile Computing, 2013 Vol.6 No.6, pp.544 - 555
Received: 20 Dec 2012
Accepted: 16 Jul 2013
Published online: 13 Nov 2013 *