Predicting the intention to use mobile banking in India

• Published in: International journal of bank marketing Vol. 36; no. 2; pp. 357 - 378
• Main Authors: Singh, Sindhu, Srivastava, R.K
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 03.04.2018; Emerald Group Publishing Limited
• Subjects: Bank marketing; Banking industry; Banks; Branch banking; Cellular telephones; Consumer behavior; Customers; Developing countries; Electronic banking; Internet; LDCs; Mobile commerce; Rural areas; Studies; Technology Acceptance Model; Technology adoption; India; Mobile banking; Adoption; India
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-12-2016-0186

Purpose The purpose of this paper is to identify factors influencing the adoption of mobile banking in India and develop and empirically validate a model explaining the behavioural intention to use mobile banking in the Indian banking sector. Design/methodology/approach In this study, a model is developed and proposed to explain customers’ intention to use mobile banking. The model comprises six constructs, namely, perceived ease of use, computer self-efficacy, social influence, perceived financial cost, security, and trust. The model also describes the relationship between perceived ease of use and computer self-efficacy, as well as that between security and trust. The proposed model was tested by using a survey method, with a sample of 855 bank customers from public, private, foreign, and cooperative banks in India. Structural equation modelling analysis was performed with AMOS 16.0. Findings The proposed theoretical model was found to predict, with statistical significance, the intention to use mobile banking, explaining 76.9 per cent of the variance in the dependent variable. The results found that security, computer self-efficacy, perceived ease of use, and perceived financial cost, in that order of influence, affect customers’ intention to adopt mobile banking. Practical implications The results obtained will help both academic researchers and practitioners explain, understand, and elucidate the status of mobile banking in India, as well as helping them formulate strategies to expedite the use of mobile banking. Originality/value The adoption of mobile banking in India is in a nascent stage compared with developed countries such as the USA, the UK, and Finland, but it is expected to increase or surpass the rate of adoption of internet banking in those countries. Further, only limited research to date has examined the adoption of mobile banking in India, especially the drivers and inhibitors of mobile banking adoption.