Authors: Savitha Basri
Addresses: School of Management, Manipal Academy of Higher Education, Manipal, 576104, India
Abstract: Mobile banking has revolutionised the way banks create value for customers by providing low-cost self-service alternatives without temporal and spatial limitations. This paper aims to determine the factors that have a bearing on the adoption of mobile banking services by using a unified theory of acceptance and use of technology (UTAUT) model. An empirical descriptive study was carried out in Udupi district of the state of Karnataka to collect data using judgement sampling procedure. The data were analysed using partial least square method of structural equation modelling. Performance expectancy and effort expectancy significantly influences the intention to adopt. Multi-group analysis by gender reveals that the effect of performance expectancy on adoption intention is considerably higher for male than female population. For widespread adoption of mobile banking, rural customers should perceive the process of banking transactions as convenient, easy-to-use and understand and publicise the usefulness of electronic medium over traditional medium through awareness campaigns.
Keywords: adoption; effort expectancy; mobile banking; UTAUT; unified theory of acceptance and use of technology.
International Journal of Trade and Global Markets, 2018 Vol.11 No.1/2, pp.77 - 86
Received: 03 Nov 2017
Accepted: 27 Dec 2017
Published online: 21 Jun 2018 *