Mobile Banking.

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Market Research project at SPJAIN Centre of Management.

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Mobile Banking.

  1. 1.
  2. 2. A STUDY ON FACTORS INFLUENCING ADOPTION OF MOBILE BANKING IN SINGAPORE<br />The Researchers - Group 15<br />Devkant Shacksaria<br />A.V. Nagarjun<br />Parul Oberai<br />
  3. 3. Agenda<br />Introduction<br />Research Model<br />Data Collection<br />Analysis<br />Implications<br />Limitations & Future Research<br />
  4. 4. Interesting Statistics<br />Source: <br />http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobilemoney<br />http://www.ida.gov.sg/Publications/20110209152802.aspx<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8. AdoptedFramework<br />
  9. 9.
  10. 10. Perceived Usefulness<br />Degree to which a person believes that using mobile banking would enhance his job performance.<br />H1: Perceived Usefulness has positive effect on the behavioural intention to adopt mobile banking.<br />
  11. 11. Perceived Ease of Use<br />The degree to which a person believes that using a particular system would be free from effort.<br />H2: Perceived ease of use has the positive effect on the behavioural intention to adopt mobile banking. <br />
  12. 12. Perceived Credibility<br />The extent to which a person believes that using mobile banking will be free of security and privacy threats.<br />H3: Perceived Credibility has the positive effect on the behavioural intention to adopt mobile banking.<br />
  13. 13. Self Efficacy<br />The judgement of one’s ability to use mobile service.<br />H4: Self efficacy has the positive effect on the behavioural intention to adopt mobile banking. <br />
  14. 14. Perceived Financial cost<br />The extent to which a person believes that he has the financial resources needed to use mobile banking.<br />H5: Perceived financial cost has the negative effect on the behavioural intention to adopt mobile banking.<br />
  15. 15. Online survey<br />Likert scale<br />Total 18 questions<br />Pilot study<br />165 RESULTS<br />
  16. 16. Descriptive Statistics<br />80% < 35yrs &<br /> 20% > 35 yrs<br />68% MALE <br />32% FEMALE<br />
  17. 17. M – Banking Usage<br />
  18. 18. Overall Analysis<br />
  19. 19. Analysis for Adopters of M-Banking<br />
  20. 20. Analysis for Non-Adopters of M-Banking<br />
  21. 21. Implications for Overall Group<br />Trust Factor, Simple Traceability System, Handset Manufacturers & Banks Should Collaborate<br />
  22. 22. Implications for Adopters<br />Speed, SMS Banking, Accessibility, Band Width<br />Bigger Screen size, Easy texting Mechanism, Convenient Keypad, Handset Makers & Banks should collaborate<br />
  23. 23. Implications for Non-Adopters<br />Speed, SMS Banking, Accessibility, Band Width<br />Initiate Awareness camps, More advertisements,<br />
  24. 24. Limitations & Future Research<br />Contemporary Framework<br />Inter-relation between Factors<br />Re-validate at Regular Intervals<br />
  25. 25. THANK YOU…<br />
  26. 26.
  27. 27. Multiple Regression results<br />
  28. 28.
  29. 29.
  30. 30. T-test results<br />
  31. 31. References<br />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].<br />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].<br />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].<br />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].<br />Mattila, M. (2002) Factors Affecting The Adoption Of Mobile Banking Services, Journal of Internet Banking and Commerce, 7(3).<br />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.<br />Bhatti, T. (2007) Exploring Factors Influencing Adoption of Mobile Commerce, Journal of Internet Banking and Commerce, 12(3).<br />
  32. 32. Wang, Y. et al. (2006) Predicting consumer intention to use mobile service, Information Systems Journal, 6(2), p.157-179.<br />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.<br />Sripalawat, J. et al. (2011) M-Banking in Metropolitan Bangkok and a comparison with other countries, Computer Information Systems, 51(3), p.67-76.<br />Yu, S. (2009) Factor influencing the use of Mobile Banking: The case of SMS-based Mobile Banking, Computing and Mathematical Sciences, p.33-66.<br />Crabbe, M. et al. (2009) An adoption model for mobile banking in Ghana, International Journal of Mobile Communications, 7(5), p.515-541.<br />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.<br />C. C. Yang, K. (2005) Exploring factors affecting the adoption of mobile commerce in Singapore, Telematics and Informatics, 22(1), p.257-277.<br />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.<br />
  33. 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].<br />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.<br />Ajzen, I. (1991) The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), p.179-211.<br />Ajzen, I. (1986) Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control, Journal of Experimental Social Psychology, 22(5), p.453-474.<br />Gefen, D. (2003) Trust and TAM in online shopping: An integrated model, MIS Quarterly,27(1), p.51-90.<br />Laukkanen, T. (2007) Internet vs mobile banking: comparing customer value perceptions, Business Process Management Journal, 13(6), p.788-797.<br />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.<br />

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