On the Users’ Intention to Adopt Mobile Banking: The Role of Subject Norm
Science Journal of Business and Management
Volume 3, Issue 6, December 2015, Pages: 235-241
Received: Oct. 6, 2015; Accepted: Oct. 19, 2015; Published: Nov. 17, 2015
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Chen Xinhui, School of Economics and Management, North China University of Technology, Beijing, PR China; School of Business and Management, North China Electric Power University, Beijing, PR China
Ji Xiangxiang, School of Economics and Management, North China University of Technology, Beijing, PR China
Zhang Xinrui, School of Economics and Management, North China University of Technology, Beijing, PR China
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Mobile banking has become a new field that bank industry because of its advantages of convenience, openness, real-time as a new e-commerce bank, promoting the users intention is one of the issues of development. First of all, the paper establishes the relationship model that affects the mobile bank user’s intention on the base of Technology Acceptance Model and Theory of Planned behavior. Secondly, the paper carries out questionnaire survey on Beijing mobile bank users and gets 136 effective samples. In the end, the paper conducts empirical research using structural equation model and gets a conclusion that perceived usefulness and perceived risk have significant impact on users intention, especially subjective norms not only has a direct impact but also an indirect effect on user intention .The results indicate subject norm has significant impact on user intention and Perceived Ease of Use has significant impact on user intention by the mediating of subject norm. Therefore, strengthening the safety and external publicity of mobile phone bank is the key to win the customers.
Mobile Banking, Structural Equation Model, User’s Intention
To cite this article
Chen Xinhui, Ji Xiangxiang, Zhang Xinrui, On the Users’ Intention to Adopt Mobile Banking: The Role of Subject Norm, Science Journal of Business and Management. Vol. 3, No. 6, 2015, pp. 235-241. doi: 10.11648/j.sjbm.20150306.14
Copyright © 2015 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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