Consumer adoption of m-banking: a behavioral reasoning theory perspective
International Journal of Bank Marketing
Article publication date: 5 June 2017
The purpose of this paper is to examine the relative influence of “reasons for” and “reasons against” adoption of mobile banking (m-banking) among Indian consumers.
Using the framework of behavioral reasoning theory (BRT), hypothesized relationships between values, reasoning constructs, attitude and intentions were developed. The hypotheses were tested using a representative sample of data obtained from Indian banking consumers (n=379). Confirmatory factor analysis and structural equation modeling were used to analyze the data.
The findings indicate that both “reasons for” and “reasons against” have an influence on m-banking adoption. Among the “reasons for” m-banking adoption, ubiquitous is the major determinant, and among the “reasons against” m-banking adoption, tradition barrier is the major determinant. The findings also confirm that value of “openness to change” significantly influences reasons for adoption and has no impact on reasons against and attitude toward m-banking.
This study examines customers in only one context (i.e. India). Future research can examine samples in other countries so that the results can be generalized. Also the mediating role of demographic factors can be studied in future studies to predict m-banking adoption.
The findings of this study emphasize the importance of examining both the pro-adoption and anti-adoption factors while developing marketing strategy. This study confirms that m-banking adoption can be increased if managers attempt to minimize the effect of barriers of m-banking adoption.
This is the first study to examine m-banking adoption using BRT, which investigates the reasons for and reasons against m-banking adoption in a single framework.
Gupta, A. and Arora, N. (2017), "Consumer adoption of m-banking: a behavioral reasoning theory perspective", International Journal of Bank Marketing, Vol. 35 No. 4, pp. 733-747. https://doi.org/10.1108/IJBM-11-2016-0162
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