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Mobile banking adoption in an emerging economy: An empirical analysis of young Indian consumers

Richa Priya (Department of Marketing, Symbiosis Infotech Campus, Symbiosis International University, Hinjewadi, India) (Symbiosis Centre for Management and Human Resource Development, Pune, India)
Aradhana Vikas Gandhi (Centre of Excellence-ERP, Symbiosis Centre for Management and Human Resource Development, Pune, India)
Ateeque Shaikh (National Institute of Bank Management, Pune, India)

Benchmarking: An International Journal

ISSN: 1463-5771

Article publication date: 5 March 2018

3321

Abstract

Purpose

The purpose of this paper is to analyze the factors affecting mobile banking adoption among young Indian consumers.

Design/methodology/approach

The authors use a cross-sectional survey research design to empirically examine the factors affecting mobile banking adoption among young Indian consumers. The study sample consists of 269 respondents aged between 23 and 30 years from India.

Findings

The findings of the study suggest that perceived usefulness (PU), perceived ease of use (PEU), perceived credibility (PC) and structural assurance (SA) are strong determinants of user satisfaction (US) and behavioral intention (BI) to use the mobile banking service. US was found to partially mediate the relationship between PU, PEU, PC and SA and BI to use the service. Perceived risk was found to be statistically insignificant in terms of its relationship with BI to use the service.

Research limitations/implications

The results of this study provide good evidence for banks to further revamp their work practices in the area of mobile banking to enhance the overall penetration of mobile banking in India.

Originality/value

The study identifies factors influencing mobile banking adoption among young Indian consumers. Furthermore, this study suggests that US partially mediates the relationship between factor influencing mobile banking adoption and BI.

Keywords

Citation

Priya, R., Gandhi, A.V. and Shaikh, A. (2018), "Mobile banking adoption in an emerging economy: An empirical analysis of young Indian consumers", Benchmarking: An International Journal, Vol. 25 No. 2, pp. 743-762. https://doi.org/10.1108/BIJ-01-2016-0009

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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