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Mobile Banking.

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Market Research project at SPJAIN Centre of Management.

Market Research project at SPJAIN Centre of Management.


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  • 1.
  • 2. A STUDY ON FACTORS INFLUENCING ADOPTION OF MOBILE BANKING IN SINGAPORE
    The Researchers - Group 15
    Devkant Shacksaria
    A.V. Nagarjun
    Parul Oberai
  • 3. Agenda
    Introduction
    Research Model
    Data Collection
    Analysis
    Implications
    Limitations & Future Research
  • 4. Interesting Statistics
    Source:
    http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobilemoney
    http://www.ida.gov.sg/Publications/20110209152802.aspx
  • 5.
  • 6.
  • 7.
  • 8. AdoptedFramework
  • 9.
  • 10. Perceived Usefulness
    Degree to which a person believes that using mobile banking would enhance his job performance.
    H1: Perceived Usefulness has positive effect on the behavioural intention to adopt mobile banking.
  • 11. Perceived Ease of Use
    The degree to which a person believes that using a particular system would be free from effort.
    H2: Perceived ease of use has the positive effect on the behavioural intention to adopt mobile banking.
  • 12. Perceived Credibility
    The extent to which a person believes that using mobile banking will be free of security and privacy threats.
    H3: Perceived Credibility has the positive effect on the behavioural intention to adopt mobile banking.
  • 13. Self Efficacy
    The judgement of one’s ability to use mobile service.
    H4: Self efficacy has the positive effect on the behavioural intention to adopt mobile banking.
  • 14. Perceived Financial cost
    The extent to which a person believes that he has the financial resources needed to use mobile banking.
    H5: Perceived financial cost has the negative effect on the behavioural intention to adopt mobile banking.
  • 15. Online survey
    Likert scale
    Total 18 questions
    Pilot study
    165 RESULTS
  • 16. Descriptive Statistics
    80% < 35yrs &
    20% > 35 yrs
    68% MALE
    32% FEMALE
  • 17. M – Banking Usage
  • 18. Overall Analysis
  • 19. Analysis for Adopters of M-Banking
  • 20. Analysis for Non-Adopters of M-Banking
  • 21. Implications for Overall Group
    Trust Factor, Simple Traceability System, Handset Manufacturers & Banks Should Collaborate
  • 22. Implications for Adopters
    Speed, SMS Banking, Accessibility, Band Width
    Bigger Screen size, Easy texting Mechanism, Convenient Keypad, Handset Makers & Banks should collaborate
  • 23. Implications for Non-Adopters
    Speed, SMS Banking, Accessibility, Band Width
    Initiate Awareness camps, More advertisements,
  • 24. Limitations & Future Research
    Contemporary Framework
    Inter-relation between Factors
    Re-validate at Regular Intervals
  • 25. THANK YOU…
  • 26.
  • 27. Multiple Regression results
  • 28.
  • 29.
  • 30. T-test results
  • 31. References
    Central Intelligence Agency (2011) The World Factbook, [online] Available at: https://www.cia.gov/library/publications/the-world-factbook/rankorder/2151rank.html [Accessed: 10th July 2011].
    Marketing Charts (2011) Mobile Banking, [online] Available at: http://www.marketingcharts.com/direct/mobile-banking-grows-in-popularity-15102/nielsen-mobile-banking-household-nov-2010jpg/ [Accessed: 10th July 2011].
    Berg Insight (2011) Mobile money users in emerging markets, [online] Available at: http://www.berginsight.com/News.aspx?m_m=6&amp;s_m=1 [Accessed: 10th July 2011].
    PR Web (2010) Global Mobile Banking Customer Base to Reach 1.1 Billion by 2015, According to New Report by Global Industry Analysts, Inc., [online] Available at: http://www.prweb.com/releases/2010/02/prweb3553494.htm [Accessed: 10th July 2011].
    Mattila, M. (2002) Factors Affecting The Adoption Of Mobile Banking Services, Journal of Internet Banking and Commerce, 7(3).
    Vatanprast, R. and Z. Qadim, H. (2009) A Cross-Cultural Study on Mobile Internet Usage, International Journal of Mobile Marketing, 4(2), p.14-17.
    Bhatti, T. (2007) Exploring Factors Influencing Adoption of Mobile Commerce, Journal of Internet Banking and Commerce, 12(3).
  • 32. Wang, Y. et al. (2006) Predicting consumer intention to use mobile service, Information Systems Journal, 6(2), p.157-179.
    Cheong, J.H. & Park, M.-C., 2008. Mobile Payment Adoption in Korea: Switching from Credit Card. In 15th International Telecommunication SocietyEurope Regional Conference. pp. 1-22.
    Sripalawat, J. et al. (2011) M-Banking in Metropolitan Bangkok and a comparison with other countries, Computer Information Systems, 51(3), p.67-76.
    Yu, S. (2009) Factor influencing the use of Mobile Banking: The case of SMS-based Mobile Banking, Computing and Mathematical Sciences, p.33-66.
    Crabbe, M. et al. (2009) An adoption model for mobile banking in Ghana, International Journal of Mobile Communications, 7(5), p.515-541.
    Wu, J. and Wang, S. (2005) What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model, Information and Management, 42(5), p.719-729.
    C. C. Yang, K. (2005) Exploring factors affecting the adoption of mobile commerce in Singapore, Telematics and Informatics, 22(1), p.257-277.
    Laurn, P. and Lin, H. (2005) Towards an understanding of the behavioral intention to use mobile banking, Computers in Human Behavior, 21(6), p.873-891.
  • 33. Mobile Life - Global Telecom Insights (2011) MOBILE BANKING SURGES AS EMERGING MARKETS EMBRACE MOBILE FINANCE, [online] Available at: http://discovermobilelife.com/wpcontent/uploads/2011/05/Mobile_Finance_Press_Release.pdf [Accessed: 17th Sep 2011].
    Riquelme, H. and Rios, R. (2010) The moderating effect of gender in the adoption of mobile banking, Internaitonal Journal of Bank, 28(5), p.328-341.
    Ajzen, I. (1991) The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), p.179-211.
    Ajzen, I. (1986) Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control, Journal of Experimental Social Psychology, 22(5), p.453-474.
    Gefen, D. (2003) Trust and TAM in online shopping: An integrated model, MIS Quarterly,27(1), p.51-90.
    Laukkanen, T. (2007) Internet vs mobile banking: comparing customer value perceptions, Business Process Management Journal, 13(6), p.788-797.
    Pederson, P. (2005) Adoption of Mobile Internet Services: An Exploratory Study of Mobile Commerce Early Adopters, JOURNAL OF ORGANIZATIONAL COMPUTING AND ELECTRONIC COMMERCE, 15(2), p.203-222.