A Study of the Consumer Acceptance of Mobile Banking: The Perceived Value Perspective

• Main Authors: Kuo, Kuang-Ming, 郭光明
• Other Authors: Hwang, Hsin-Ginn
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77990636835332252870

博士 === 國立中正大學 === 資訊管理學系暨研究所 === 99 === The purpose of this study is to develop a theoretical model to explain consumers’ intentions to accept mobile banking (M-banking). A research model elaborated from perceived value perspective with benefit and sacrifice components was proposed to examine consumers’ behavioral intentions to use M-banking and to provide positive word-of-mouth of M-banking. The proposed model was empirically validated by using online survey data collected from 316 actual and potential M-banking users in Taiwan. After statistical analysis, the independent variables which were confirmed to include convenience value, functional value, epistemic value, social value, conditional value, emotional value, perceived risk, cognitive effort, perceived cost, and perceived overall value of M-banking while the dependent variables included behavioral intention to use M-banking and behavioral intention to provide positive word-of-mouth. Eleven hypotheses were proposed in this study. Then, the proposed hypotheses were assessed by using Structural Equation Modeling (SEM). The results revealed that benefit components including convenience value, functional value, social value, and emotional value were positive predictors of perceived overall value of M-banking while sacrifice components including cognitive effort was the only negative predictor of perceived overall value of M-banking. Further, perceived overall value of M-banking was also predictor of consumers’ behavioral intentions to use M-banking and to provide positive word-of-mouth.