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Paul RIK

1. Factors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical Evidence from IndiaFactors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical Evidence from India
Rezumat:Providing banking services through mobile devices is an emerging channel of service delivery by commercial banks to their customers especially, in a developing country such as India. This study investigates the antecedents to behavioral intention of mobile banking usage of Indian customers. An exploratory factor analysis is undertaken to investigate the antecedents of behavioral intentions of mobile banking services. Further, a multiple regression analysis is undertaken to ascertain the impact of the antecedents over the behavioral intentions of mobile banking usage. The results showed that apart from traditional TAM variables like Perceived Usefulness and Perceived Ease of Use, factors like Perceived Image, Perceived Value, Self Efficacy, Perceived Credibility and Tradition all significantly affects Behavioral Intentions towards mobile banking usage.
Autor(i):Dasgupta SIDDHARTHA, Paul RIK, Fuloria SANJAY
Publicat în:Revista Română de Marketing 1/2011 [Volume 6, Issue 1] (ianuarie-martie)
Cod citare:2797

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