The purpose of this paper is to investigate the distinct effects of different communication channels, particularly interpersonal networks, social media, and mass media on customer beliefs and usage intention in a mobile banking (MB) context.
This study employed a combination of both qualitative and quantitative research approaches with an exploratory sequential research design in two major phases: focus groups; and a large-scale survey among 183 New Zealand young adults.
The most significant influential factor of usage intention was perceived usefulness, followed by perceived credibility and perceived costs. Face-to-face communication with bank staff and close acquaintances was perceived as the most reliable and persuasive sources of banking-related information. Moreover, mass channels were considered to be more important and trustworthy than social media in the MB sector. The research results revealed that the current status of MB diffusion in New Zealand is in the latter stages (Late Majority and Laggards) of the innovation diffusion cycle.
In light of the research findings, bank marketers can make the right decisions on marketing actions to promote MB effectively as well as develop appropriate communication policies to speed up the consumer decision process. Researchers and allied industries (e.g. mobile commercial services) could also gain benefits from applying these results to understand the impact of communication channels on consumer perceptions and behaviours towards new technology acceptance.
The research outcomes have served to broaden the knowledge into the distinguishing influences of major communication channels on customers’ beliefs and intention to adopt new banking services.
The authors would like to express great appreciation to lecturers and students in the Department of Management Systems at the University of Waikato, who ably assisted the authors in sending out the research advertisements as well as participating in focus groups and the online survey.
Tran, H.T.T. and Corner, J. (2016), "The impact of communication channels on mobile banking adoption", International Journal of Bank Marketing, Vol. 34 No. 1, pp. 78-109. https://doi.org/10.1108/IJBM-06-2014-0073
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