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A Mul i-dimensional Model o Accep ance o
Mobile Banking
Fe esh eh Lo izadeh
1
Assis an P o esso o Ma ke ing, Business Managemen Depa men , Zanjan
B anch, Islamic Azad Uni e si y, Zanjan, I an
Abdollah Gho bani
MA o Business Adminis a ion, Depa men o Business Managemen ,
Zanjan B anch, Islamic Azad Uni e si y, Zanjan, I an
Abs ac
Fac o s a ec ing ejec ion o accep ance o eme ging echnologies such as
mobile banking ha e caused a high in e es in esea che s and consume s. Ye ,
unde s anding he isks o his echnology has emained unknown in his
in as uc u e. This s udy aims o in es iga e mul i-dimensional e ec s o us
and isk ac o s on ini ial accep ance o mobile banking. Thus, a e
ep esen ing a heo e ical backg ound using applied esea ch me hod and
ques ionnai e, a mul i-dimensional in es iga ion o e ec s o us and isk
ac o s on ini ial accep ance o mobile banking has been ep esen ed. The
s a is ical popula ion consis s o he cus ome s who e e ed o b anches o
bank Sade a ac oss Qaz in ci y, ha sample size (385) was ob ained using
Coch an o mula. To measu e alidi y o ques ionnai e wi h e e al o
schola s, alidi y o ques ionnai e was con i med h ough Lawshe's o mula,
and i s eliabili y was ob ained h ough C onbach's alpha o mula. The esul s
o his s udy indica e ha us and isk ac o s om six di e en aspec s a ec
ini ial accep ance o mobile banking. To in es iga e e ec s o esea ch
a iables, me hods o in e en ial s a is ics including SPSS and LISREL
so wa e ha e been used. The esul s o esea ch indica ed ha nin h hypo hesis
among 10 hypo heses was no con i med.
Keywo ds: Mobile banking, T us , Pe cei ed Risk, Sel -E icacy,
Pe o mance Expec ancy
Ci e his a icle: Lo izadeh, F., & Gho bani, A. (2015). A Mul i-Dimensional Model o
Accep ance o Mobile Banking. In e na ional Jou nal o Managemen , Accoun ing and
Economics, 2(5), 414-427.
1
Co esponding au ho ’s email: lo [email protected]
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415
In oduc ion
In ecen yea s, apid g ow h o in o ma ion echnology and de elopmen o communica ion
ne wo ks ha e opened up a new ho izon o ma ke s and inancial sec o s. Eme gence o mode n
echniques and app oaches o p ocessing and ans e o in o ma ion as well as de elopmen o
la ge in o ma ion da abases ha e caused imp o ing e iciency and p oduc i i y, p oli e a ion a
making communica ion, educing ope a ing cos s in inancial ins i u ions, and also as an agen
o supe io i y a a ena o inancial ma ke s ha e caused a big de elopmen in ision o
inancial sec o . A quick look in o banking communica ion sys em, i can be in o med o
unc ions and e ec s o mode n communica ion and in o ma ion echnologies on banking.
Mode n echnologies ha e been esul ed in new p oduc s and pe sonal inancial managemen
no i ica ion se ices ha ha e pa ed he way o inc easing de elopmen and g ow h o banks.
Mobile banking is one o he newes elec onic dis ibu ion channels o he banks in which
echnology has been inc easingly appea ed as a i al agen which inc eases alue added and
con enience o bo h cus ome and bank. Wi h ega d o ce ain ad an ages o his echnology,
cu en ly his sys em has bene i ed huge popula i y in Asian and Eu opean coun ies. A s udy on
ac o s a ec ing use o mobile banking se ices in I an equi es an in-dep h in es iga ion.
Today, banking indus y has kep inc easing. Wi h de elopmen o in e na ional economy and
compe i i eness o ma ke s, he banks ha e been in luenced, in which echnology is he majo
o ce which causes b eaking he legal, geog aphical and indus ial ba ie s, and de eloping new
p oduc s and se ices(Dandapani, 2008; Suo an a&Ma ila, 2007). Special ad an ages o mobile
banking including lack o local es ic ions, use o minimum acili ies and high pene a ion a e
o mobile phone, ha e caused he de eloped coun ies sea ch o exploi a ion om his
echnology wi h a g ea desi e and en husiasm (Schwanhausse , 2009).
In his sense, he ques ions as ollows a e asked:
Why he cus ome s p e e s anding in long banks queues, howe e hey can ul il hei
inancial ansac ions a any ime and place?
How is he cus ome s’ imp ession, ha hey p e e spending hei ime o use o
banking se ices?
Wi h ega d o impo ance o mobile banking and no el y o his echnology ac oss he
coun y, his s udy aims o help o imp o ing mobile banking sys em ia a comp ehensi e
model.
Hence, he esea ch ques ion will be as ollow:
How a e he e ec s o us and isk ac o s on ini ial accep ance o mobile banking?
Li e a u e e iew
I is abou hal a cen u y ha in o ma ion and communica ion echnology has been
used in business and managemen p ocesses (Lesjak e al.). In his sec ion, de elopmen
o mobile banking echnology ega ding ela ed wo ks o use o mobile banking se ices
is en e ed in o discussion.
Today, ad ancemen o in o ma ion and communica ion echnology has inc eased
speed and quali y o mobile banking se ices. F om he second hal o he wen ie h
cen u y wi h a huge de elopmen in banking sys em, he banks we e ans o med o
in o ma ion p ocessing cen e s, esul ing in eme gence o elec onic money and ans e
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o esou ces (Ash aei, Sheikhani, 1998, p.83). Mobile banking is one o he majo ields
o mobile comme ce (Kahzadi, 2005). Mobile comme ce is called o p ocess o
elec onic ans e o exchange o in o ma ion by means o a mobile means on an
in as uc u e o wi eless ne wo k, h ough which ac ual alue o p epaid money in
exchange o goods, se ices o in o ma ion is ans e ed (Nambia and Chang, 2009).
On he o he hand, us is an in eg al pa o he digi al economy (Tapsco and e al).
T us is acili a o o human in e ac ion, which allows he indi iduals o ul ill hei
comme cial ansac ions and helps o apide mo emen o economy. On he o he
hand, lack o us is a use ul subjec i e s a e which causes e aining om un eliable
sys ems, indi iduals and o ganiza ions (Bashi i, 2007).Banks a e o o ganiza ions which
p o ide se ices; in poin o iew o Ko le , se ice implies any ac ion o unc ion ha a
supplie p o ides o cus ome s, which is ega ded wi h in angibili y. Acco ding o his
de ini ion, impo ance o us is e ealed in banks, because se ice is no angible
be o e pu chase, hus he pu chase s assume se ice wi h an inhe en isk, and hey will
no mo e owa ds i in case o lack o us in supplie o se ices (Coul e , and Coul e ,
2002).In he pas , he in e ac ions be ween people who had ne e seen each o he a ely
occu , bu oday he people who had ne e seen each o he in eal wo ld can ake s ep
o exchange using mode n echnologies. These in e ac ions include a ious le els o
isk. T us is he only agen ha p o ides he possibili y o such in e ac ions (Mansell,
2005). On he o he hand, de elopmen o p ocessing om cen alized sys ems o
dis ibu ed sys ems has caused inc easing complexi y in us (Benan a , 2006). This
complexi y has caused any academic a ea ega ding i s p o essional iew p oposes a
special de ini ion o us . A he same ime, a huge a emp is made o ep esen an
in e disciplina y de ini ion o us so as o depic condi ions go e ning mobile
banking. The p esen p oblem has been s a ed inbank Sade a ha has p o ided
necessa y in as uc u es o mobile banking se ices h ough mobile banking, o
which a pa icula a en ion has been paid o p o iding as e se ices and us which
is he mos impo an i em o a ac ing cus ome s a his a ea.
Hence, i equi es iden i ying mechanisms associa ed o eme gence o a ilia ed
beha io s in accep ance o mobile banking.
So he aims o esea ch a e as ollows:
Iden i ying mechanisms associa ed o eme gence o a ilia ed beha io s in accep ance
o mobile banking
C ea ing iew oge he wi h us owa ds bank in accep ance o mobile banking
Reducing he ex en o isk o use o mobile banking among bank’s cus ome s
Mobile Banking
Mobile banking has been de eloped as a wi eless communica ion channel o c ea ing alue
by cus ome s in banking ansac ions. Today, supply o inancial and banking se ices using
mobile phones has been conside ed as one o mode n app oaches in supply o banking se ices.
Howe e , long ime has no passed om use o mobile phones in banking and
inancial ope a ions, bu g ea ad ancemen s ha e been wi nessed a his a ea, which
epo huge expansion o his mode n app oach o mobile banking in u u e (Yulia e al.,
2009, p. 517). Mobile banking which is some imes ecalled elephone banking implies
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use o e minals such as mobile phones and PDA o access banking ne wo ks h ough
Wi eless applica ion p o ocol (WAP) (Tao, 2010, p. 762).
T us
T us has been in oduced as an accele a o in mos o buye -selle ansac ions
h ough which i can expec a high sa is ac ion o cus ome s in ansac ions (Shumaila).
T us is a e y complica ed and mul idimensional s uc u e (Ki , 2006). T us model is a
p ocess o de ec h ea s and isks based on da a low analysis a any in o ma ion sys em
which consequen ly ecognize he mechanisms o esponse o a special h ea
(D oudchi e al., 2012, p. 49). In his s udy, h ee dimensions o us based on ypology
and us p oposed by McKnigh e al. (2003) which includes disposi ion o us ,
s uc u al us and belie ing in us , a e examined.
Disposi ion o us : his is a s a e in which he pe son has a ixed o ien a ion in
disposi ion o a achmen o o he s among a wide spec um o condi ions and
indi iduals.Disposi ion o us does no imply ha he pe son belie es ha he can ely
on o he s, bu his can be a eason o he pe son’s disposi ion o o he s. The indi iduals
migh inc ease disposi ion o us in hei li e, o de elop i la e (McKnigh e al.2003,
p. 301).
S uc u al Assu ance: i e e s o secu i y o ne wo ks in e ms o legal sou ces,
wa an ies and a discipline which go e ns a a pa icula a ea. When he use s ecei e
s uc u al assu ance om mobile banking, us inc eases (Lee Kun Chang, Chung
Namho, 2009, p. 11607).
Belie in us : belie in us is a mu ual pe cep ion be ween cus ome and selle ,
consis ing o pa icula belie s abou hones y, compassion, and compe ence (Leo e al.,
2010, p. 225).
Pe cei ed Risk
Pe cei ed isk is de ined based on secu i y isk in compa ison wi h use o banking
se ices. Pe cei ed isk has an in e se ela ionship wi h he a e o using inno a ion
(Locke & Li le, 1997, p. 795).
Sel -e icacy
Sel -e icacy has been de i ed om Bandu a’s social cogni ion heo y (1997), which
e e s o he pe son’s belie s o judgmen s o his abili ies in doings esponsibili ies.
Social cogni ion heo y is based on T i-Modal Causa ion Model o beha io ,
en i onmen and pe son. This model emphasizes on mu ual ela ionship be ween
beha io , en i onmen al e ec s and pe sonal ac o s (cogni i e, a ec i e and biological
ac o s) which e e s o he pe son’s pe cep ion o de ining psychological unc ions.
Hence, ac ions in he con ex o mobile banking implies sel -e icacy e e ing o use s’
judgmen on hei abili ies in accep ance o mobile banking(Leo e al., 2010, p. 225).
Pe o mance Expec ancy
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This is an ex en belie ed by he pe son in his way ha use o i will help o access
o his job aims (Okonkwo e al., 2012). In o he wo ds, pe o mance expec ancy is an
ex en which is pe cei ed by use o an inno a ion as a be e pionee .
In en ion o use: in en ion o use is a subjec i e p obabili y called o a beha io
which migh be seen in he pe son’s beha io s (Naeyang, 2009). In en ion o use migh
be di e en om he pe son’s beha io . To unde s and he di e ence be ween
cus ome ’s in en ion and beha io , he esea che s gene ally use heo y o easoned
ac ion. Acco ding o his heo y, he pe son’s ac ual beha io ela es o in en ion o use.
The concep ual model has been o mula ed based on model o Xin Luo e al, and
ep esen ed in igu e 1.
Figu e 1. Concep ual model o he esea ch
Sou ce: X. Luo e al., 2010, p.224
A wide ange o s udies in he con ex o accep ance o a a ie y o mobile
echnologies ha e been ep esen ed. The s udies in 1998-2005 ha e la gely used
quali a i e and heu is ic me hods o de e mine he causes o lack o accep ance o
mobile banking by some o cus ome s. Ye , in 2005-2010, mos hese s udies ha e used
con i ma o y me hods o de e mine ac o s a ec ing accep ance o mobile banking. In
ollowing, an o e iew on domes ic and o eign s udies has been ep esen ed.
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Table 1.Summa y o p e ious s udies
Au ho s
Yea
Resul s o esea ch
Lin
2010
Pe cei ed ad an age, ease o use, compa ibili y, abili y
and accu acy signi ican ly a ec a i ude, and as he
esul beha io al in en ion o accep ance o mobile
banking will be bene i ed.
Lewis e al.
2010
The esul s we e in his way ha hese ac o s ha e a
nega i e e ec on accep ance o mobile banking ha a e
examined in his s udy.
Leo e al
2010
Pe o mance expec a ions posi i ely and pe cei ed isk
nega i ely a ec cus ome 's beha io al in en ion o use
mobile banking. Fu he , s uc u al us which is
in luenced o pe sonal abili y and endency o us ,
nega i ely a ec s ex en o pe cei ed isk by cus ome .
C uz e al.
2010
Mos o use s ha e a ely use Mobile banking se ices,
and isk, cos , complexi y and lack o unde s anding
ad an age o hese se ices a e o majo ac o s in
people's eluc ance o use any mobile banking se ices.
Kim e al
2010
Ease o use and u ili y a e wo impo an ac o s o
accep ance o mobile banking; all he pa icipan s ha e
no known compa ibili y as he main eason, and
people's sense o ease o use ie wi h hei knowledge o
pay ia mobile. Fu he , pe sonal inno a ion a ec s ease
o use.
Bong Hyun Joong
2013
Pe cei ed u ili y, ease o use, c edi abili y, pe cei ed
sel -e icacy expec o pe cei ed inancial cos s a ec
beha io al in en ion o use mobile banking.
MojdeHashemian e
al
2012
Fac o s including quali y o se ices, us o bank,
expec ed pe o mance, adap a ion o echnology and
esponsibili y, expec ed e o , acili a ing condi ions,
awa eness om se ices, sel -e icacy and pe sonal
inno a ion a ec accep ance o mobile banking. Fac o
o sense o isk o pe sonal inno a ion and sel -e icacy
and awa eness ela i ely a ec accep ance o mobile
banking.
SamaneSa a nejad
2010
The ex en o accep ance o mobile banking use s
la gely ely on pe cen o isk- aking by people. In o he
wo ds, i can say ha he people wi h high ex en o isk-
aking highly end o inno a ion.
Mohammad
TaghiTagh a a e e
al
2010
Fea u es o mobile banking echnology in u n p io i y,
compa ibili y a iables, cos o use, capabili y o es ing
and u ili y a ec accep ance o mobile banking. Ye ,
complexi y and pe cei ed isk a ely a ec accep ance
o mobile banking.
Me hodology
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This s udy has been conduc ed in b anches o BANK SADERAT IRANac oss ci y o
Qaz in. This s udy has been s a ed since 2013 and ended in 2014. The s a is ical
popula ion o his s udy consis s o cus ome s o BANK SADERAT IRAN who a e well-
in o med o mobile banking se ices.
Wi h ega d o a iables o esea ch, sample size based on Kok an o mula is 385.
Clus e sampling me hod has been used in his s udy. Da a collec ion o es hypo heses
has been conduc ed by s anda dized ques ionnai e by Koenig Lewis e al (2010) and
Wessells (2010). Finally he ques ionnai e was used a e necessa y adjus men s.
Acco ding o he e isions and esul s o mul idimensional in es iga ion in o e ec s
o us and isk ac o s on accep ance o mobile banking, hese ac o s consis ing o 28
measu emen indices we e ep esen ed in a lis as ollows:
Table 2: ques ionnai e and i s i ems
Numbe o i ems
Re e ence
Va iable
3
Wessells (2010)
Cus ome 's beha io al in en ion in
accep ance o mobile banking
3
Wessells (2010)
Va iable o expec ed pe o mance
4
Wessells (2010)
Pe cei ed isks
4
Wessells (2010)
Sel -awa eness
8
Koenig Lewis e al(2010)
Building us
6
Wessells (2010)
People's iew on mobile banking
Pilo es
By 30 esponden s, es and e- es me hod has been used o es ima e eliabili y, and
C onbach's Alpha me hod andGu man spli -hal me hod has been used o eliabili y o
sampling. C onbach's Alpha coe icien has been obse ed o abou 0.91 ha is
signi ican a alpha le el (0.05). Fu he , Gu man spli -hal coe icien was ob ained
equal o 0.87, which is g ea e han 0.7 and inal esul s ha e been ob ained using SPSS
and LISREL so wa e.
Table3- Resul s o Pilo Tes
Numbe o
i ems
Numbe o
esponden s
C onbach
alpha
es -
e es
Gu man Spli -
Hal
Resul s
55
38 (pe son)
0.740
0.750
0.758
Resul s
55
38 (pe son)
0.740
0.750
0.758
Resul
Fi s hypo hesis: building us has a posi i e, di ec and signi ican e ec on
s uc u al us , which is equal o 0.90. Fu he , - alue be ween hese wo a iables
equals o 12.9 which is g ea e han c i ical limi (1.96). Hence, he ela ionship be ween
wo a iables is signi ican .
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Second hypo hesis: sel -awa eness has a nega i e, di ec and signi ican e ec on
s uc u al us , which is equal o -0.25. Fu he , - alue be ween hese wo a iables
equals o -3.56 which is smalle han c i ical limi (-1.96). Hence, he ela ionship
be ween wo a iables is signi ican .
Thi d hypo hesis: sel -awa eness has a posi i e, di ec and signi ican e ec on
educing pe cei ed isk, which is equal o 0.79. Fu he , - alue be ween hese wo
a iables equals o 13.06 which is g ea e han c i ical limi (1.96). Hence, he
ela ionship be ween wo a iables is signi ican .
Table 4- SEM esul s
Hypo hesis
- alue
Fac o loading
Sig
R²
Resul
H1
12.9
0.9
0.000
0.80
Con i med
H2
-3.56
-0.25
0.000
0.06
Con i med
H3
13.06
0.79
0.000
0.62
Con i med
H4
6.80
0.54
0.000
0.30
Con i med
H5
9.09
0.50
0.000
0.25
Con i med
H6
5.57
0.43
0.000
0.19
Con i med
H7
-3.96
-0.35
0.000
0.12
Con i med
H8
6.44
0.33
0.000
0.10
Con i med
H9
-1.51
-0.08
0.072
0.006
Rejec ed
H10
7.86
0.53
0.000
0.49
Con i med
Fou h hypo hesis: expec ed pe o mance in accep ance o mobile banking has a
posi i e, di ec and signi ican e ec on beha io al endency, which is equal o 0.54.
Fu he , - alue be ween hese wo a iables equals o 6.80 which is g ea e han c i ical
limi (1.96). Hence, he ela ionship be ween wo a iables is signi ican .
Fi h hypo hesis: educing pe cei ed isk has a posi i e, di ec and signi ican e ec
on pe o mance expec a ions, which is equal o 0.50. Fu he , - alue be ween hese wo
a iables equals o 9.09 which is g ea e han c i ical limi (1.96). Hence, he
ela ionship be ween wo a iables is signi ican .
Six h hypo hesis: belie oge he wi h us o a bank has a posi i e, di ec and
signi ican e ec on educing pe cei ed isk in mobile banking, which is equal o 0.43.
Fu he , - alue be ween hese wo a iables equals o 5.57 which is g ea e han c i ical
limi (1.96). Hence, he ela ionship be ween wo a iables is signi ican .
Se en h hypo hesis: s uc u al us has a nega i e, di ec and signi ican e ec on
educing pe cei ed isk, which is equal o -0.35. Fu he , - alue be ween hese wo
a iables equals o -3.96 which is smalle han c i ical limi (-1.96). Hence, he
ela ionship be ween wo a iables is signi ican .
Eigh h hypo hesis: belie oge he wi h us o a bank has a posi i e, di ec and
signi ican e ec on pe o mance expec a ions, which is equal o 0.33. Fu he , - alue
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be ween hese wo a iables equals o 6.44 which is g ea e han c i ical limi (1.96).
Hence, he ela ionship be ween wo a iables is signi ican .
Nin h hypo hesis: belie oge he wi h us o a bank has a nega i e, di ec and
signi ican e ec on educing pe cei ed isk, which is equal o -0.08. Fu he , - alue
be ween hese wo a iables equals o -1.51 which is smalle han c i ical limi (-1.96).
Hence, he ela ionship be ween wo a iables is no signi ican .
Ten h hypo hesis: educing pe cei ed isk o mobile banking has a posi i e, di ec
and signi ican e ec on cus ome 's beha io al in en ion in accep ance o mobile
banking, which is equal o 0.53. Fu he , - alue be ween hese wo a iables equals o
7.86 which is g ea e han c i ical limi (1.96). Hence, he ela ionship be ween wo
a iables is signi ican .
Discussion
Fi s hypo hesis: building us a ec s s uc u al us .
Resul o hypo hesis: acco ding o p e ious esul s, as - alue equals o 12.90, hus i
can conclude ha building us a ec s s uc u al us . Hence, his hypo hesis is
con i med. The esul s ep esen ed in his s udy a e simila o iewpoin o Leo e al.
(2010), as he belie ed ha building us a ec s s uc u al us , because a signi ican
ela ionship was obse ed be ween hese wo a iables in his s udy.
Second hypo hesis: sel -awa eness a ec s s uc u al us .
Resul o hypo hesis: acco ding o p e ious esul s, as - alue equals o -3.56, hus i
can conclude ha sel -awa eness a ec s s uc u al us . Hence, his hypo hesis is
con i med. Hence, sel -awa eness a a ea o mobile banking e e s o use s' judgmen on
hei abili ies in accep ance o mobile banking, and u he sel -awa eness is equi ed in
unde s anding pe sonal esponses o in o ma ion echnology a a ea o in o ma ion
sys ems. The esul s ep esen ed in his s udy a e simila o iewpoin o Leo e
al.(2010), as he belie ed ha sel -awa eness a ec s s uc u al us , because a
signi ican ela ionship was obse ed be ween hese wo a iables in his s udy.
Thi d hypo hesis: sel -awa eness a ec s educing pe cei ed isk.
Resul o hypo hesis: acco ding o p e ious esul s, i can pe cei e ha a signi ican
ela ionship exis s be ween sel -awa eness and educing pe cei ed isk, because ac o
loading and - alue ha e been ob ained equal o 0.79 and 13.06, espec i ely. Hence,
his hypo hesis is con i med. This implies ha sel -awa eness a ec s educing pe cei ed
isk. Acco ding o de ini ion o sel -awa eness, as use s' judgmen on hei abili ies is
e ec i e in accep ance o mobile banking, hus manage s mus pay a pa icula a en ion
o his ac o . On he o he hand, he esul s ep esen ed in his s udy a e no simila o
iewpoin o Leo e al. (2010), as he belie ed ha sel -awa eness a ec s s uc u al us ,
because a signi ican ela ionship was obse ed be ween hese wo a iables in his
s udy, bu such a ela ionship was no obse ed in s udy by Leo e al. (2010).
