An empirical examination of customers’ adoption of m-banking in India

Abstract

Purpose

The purpose of this paper is to identify factors impacting the adoption of m-banking.

Design/methodology/approach

To attain the above objective a conceptual model was developed based on Technology Acceptance Model (TAM) and diffusion of innovation (DOI). Primary data were collected using questionnaire from 600 customers and the data were analyzed using SPSS and AMOS.

Findings

The study found empirical evidence for positive relationship between perceived usefulness, perceived ease of use and Social Influence to positive attitude towards m-banking. However, no support was found for FC, benevolence and privacy and security to attitude towards m-banking. The study found support for the relationship between attitude towards m-banking and intention to adopt m-banking.

Practical implications

The study has practical implications for managers. The study suggests that m-banking adoption can be increased by improving the customer's perception of benevolence and privacy and security.

Originality/value

This is one of the few empirical studies which have investigated the adoption of m-banking in India. Earlier build theories like TAM and DOI were adapted for their generalizability to test the adoption of m-banking technology, which resulted in the development of an advanced conceptual model. The present model adds to the existing literature of technology adoption. The findings would help the managers to work on factors that are not perceived adequate by customers. Such improvements would facilitate the adoption of new technology.

Citation

Deb, M. and Lomo-David, E. (2014), "An empirical examination of customers’ adoption of m-banking in India", Marketing Intelligence & Planning, Vol. 32 No. 4, pp. 475-494. https://doi.org/10.1108/MIP-07-2013-0119