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Mobile banking adoption of the youth market: Perceptions and intentions

Ulun Akturan (Faculty of Economics and Administrative Sciences, Galatasaray University, Istanbul, Turkey)
Nuray Tezcan (Faculty of Management, Halic University, Istanbul, Turkey)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 15 June 2012

14025

Abstract

Purpose

This study aims to investigate consumers' mobile banking adoption through an integration of the technology acceptance model (TAM) with work on perceived benefits and perceived risks.

Design/methodology/approach

Data were collected from 435 university students who were non‐users but future prospects, and analyzed by structural equation modeling (SEM).

Findings

It was found that perceived usefulness, perceived social risk, perceived performance risk and perceived benefit directly affect attitudes towards mobile banking, and that attitude is the major determinant of mobile banking adoption intention. In addition, no direct relationship between perceived usefulness and intention to use, perceived ease of use and attitude, financial risk, time risk, security/privacy risk and attitude was detected.

Research limitations/implications

This study reflects the perceptions of non‐users and university students – potential future prospects – in an emerging country. The main theoretical contribution of this research is the development of a risk‐benefit model by extending TAM.

Practical implications

Banks should rely on increasing the benefit perceptions of mobile banking. Simultaneously, decreases in social and performance risk should be promoted strongly.

Originality/value

In the study, the adoption intention of mobile banking is tested by integrating TAM with perceived benefits and perceived risks – social risk, performance risk, financial risk, time risk, security risk and privacy risk.

Keywords

Citation

Akturan, U. and Tezcan, N. (2012), "Mobile banking adoption of the youth market: Perceptions and intentions", Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 444-459. https://doi.org/10.1108/02634501211231928

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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