Purpose




The purpose of this paper is to identify factors influencing the adoption of mobile banking in India and develop and empirically validate a model explaining the behavioural intention to use mobile banking in the Indian banking sector




Design/methodology/approach




In this study, a model is developed and proposed to explain customers’ intention to use mobile banking The model comprises six constructs, namely, perceived ease of use, computer self-efficacy, social influence, perceived financial cost, security, and trust The model also describes the relationship between perceived ease of use and computer self-efficacy, as well as that between security and trust The proposed model was tested by using a survey method, with a sample of 855 bank customers from public, private, foreign, and cooperative banks in India Structural equation modelling analysis was performed with AMOS 160




Findings




The proposed theoretical model was found to predict, with statistical significance, the intention to use mobile banking, explaining 769 per cent of the variance in the dependent variable The results found that security, computer self-efficacy, perceived ease of use, and perceived financial cost, in that order of influence, affect customers’ intention to adopt mobile banking




Practical implications




The results obtained will help both academic researchers and practitioners explain, understand, and elucidate the status of mobile banking in India, as well as helping them formulate strategies to expedite the use of mobile banking




Originality/value




The adoption of mobile banking in India is in a nascent stage compared with developed countries such as the USA, the UK, and Finland, but it is expected to increase or surpass the rate of adoption of internet banking in those countries Further, only limited research to date has examined the adoption of mobile banking in India, especially the drivers and inhibitors of mobile banking adoption

Predicting the intention to use mobile banking in India

The purpose of this paper is to empirically examine the factors that influence a consumer’s attitude and intention to use mobile wallets using a sample representative of Indian users.,A multidisciplinary model is proposed, building on the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) and other relevant research on factors, which influence technology adoption. A synthesis of review of literature on factors influencing technology adoption besides two focus group discussions (FGD) was used as a design a pilot instrument. A nationwide primary survey was conducted using the questionnaire. Convenience sampling was used to select the respondents. In total, 744 respondents participated in the survey, and 17 hypotheses were formulated and PLS-SEM was used to estimate and test the hypothesized model.,The results show that factors like perceived ease of use (PEOU), perceived usefulness (PU), trust, security, facilitating conditions and lifestyle compatibility have a significant impact on the consumer attitude and intention to use mobile wallets. Of the proposed 17 hypotheses, 15 were accepted. Ease of use significantly influenced usefulness and trust, whereas PU significantly influenced trust, attitude and intention. Security and trust were found to be play an important role in determining trust.,This study examines the perception of students and working professional from large Indian cities. A larger representative sample encompassing balanced representation from urban and rural India could enhance the scope and widen the application of the results across larger target groups. This study analyzes data at a specific point in time. Considering the rapidly changing rate of adoption of mobile wallets, a longitudinal study could, therefore, be conducted. Furthermore, the possibility of including other antecedents like relative advantage, perceived benefits, personal innovativeness among other factors, which have not been addressed here can be explored. Also, additional research can help examine the role of demographics in adoption of mobile wallets including its moderating effect.,As security and trust emerged as important constructs for acceptance of mobile wallets, there is a need for developing an integrated robust, reliable and secure infrastructure. A joint think tank involving key stakeholders (financial institutions, mobile wallet providers, government, security experts, etc.) should propose guidelines to ensure safe and secure transactions. The findings have managerial implications, which can guide companies offering mobile wallets to enhance usage and adoption of such services.,Mobile wallets have provided newer digital payment avenues to consumers while offering companies and marketers greater opportunities to market their products and services, online. However, not much is reported about the adoption of mobile wallets in India. The study is perhaps the first in India to examine the adoption of mobile wallets using a larger sample in comparison to earlier studies. The study proposes and validates additional constructs, which were not present in the original model.

Consumer attitude and intention to adopt mobile wallet in India – An empirical study

A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture

The purpose of this paper is to examine the factors that influence the attitude and behavioral intention towards mobile wallet adoption and to examine the moderating effect of gender and age between antecedents of mobile wallet adoption and user attitude and intention.,Based on the literature review, certain themes around mobile wallet adoption were generated around which inputs were sought through two focus group discussions, first of which comprised working executives and second comprised students. A sample of 744 users of mobile wallet provided their awareness on mobile wallets, various mobile wallet services used and perception on ease of use, usefulness, trust, security, facilitating conditions and lifestyle compatibility (LC). To examine the moderating effect of gender and age, two methods, namely, Henseler’s partial least squares-multi group analysis (PLS-MGA), a non-parametric approach, and PLS-MGA, parametric approach, are used. The data was analyzed using partial least square-structural equation modeling.,The ease of use, usefulness, trust, security, facilitating conditions and LC significantly influence user attitude and intention. The results show that both gender and age moderate the relationship between select antecedents and attitude and intention and the influence is seen more for males and young users.,The sample comprises students and professionals from metros and large cities; hence, the generalizability of the results to the population at large may be limited. This study only examines the moderating role of age and gender. Future studies may include other demographic variables such as education, income, occupation, experience and household size.,The findings help mobile wallet service providers understand the relevance and influence of various antecedent variables on the attitude and intention to adopt technology. This will help to plan and prioritize attributes for marketing purposes to increase the adoption and usage rates. Moreover, managers should plan strategies to enhance confidence among females and old age customers.,The proposed model both investigates the impact of antecedents on user attitude and intention and examines the moderating effect of select demographic variables. There are few empirical studies on the moderating effect of gender and age in the context of mobile wallets in India.

The moderating role of gender and age in the adoption of mobile wallet

The objective of this article is to analyze if demographic characteristics influence user attitude towards mobile banking. The sample comprise of current users of online banking. Although earlier s...

The Moderating Effect of Demographic Variables on Mobile Banking Adoption: An Empirical Investigation:

The educated youth in India have adapted well to technology and technology-based solutions. Much of it has been attributed to the increased usage of computers, Internet and the smartphones among th...

Extending the TAM Model: Intention of Management Students to Use Mobile Banking: Evidence from India:

Yoga as a practice has been followed in India since times immemorial and is believed to have originated in India. Rishis in ancient India practiced it as a spiritual discipline to keep themselves fit and healthy. As migration of people starting happening globally due to business, education, employment and trade over the past five to six decades, this tradition got exported to the developed countries from an emerging market like India. Thus Yoga can be termed as a case of “Reverse Innovation”. Today a developed country like the United States of America is among the biggest markets for Yoga apart from many other developed nations. In view of the all-round health benefits of Yoga on the human body, 21st June has been declared as the “International Yoga Day” by the United Nations General Assembly (UNGA). This paper focuses on the relevance of Yoga as a spiritual practice and its gradual evolution into a business case of reverse innovation.

Yoga: A Case of Reverse Innovation

Over the past two decades, marketing literature has classified market orientation’s nature, antecedents, and consequences as intra-organizational phenomena. Most studies focus on market orientation at the organizational level, concentrating on managers’ views of their companies. Another school of thought contends that customer perception of company offerings is critical. This research provides empirical data on the effect of a customer-defined market orientation on consumer satisfaction, with brand image functioning as a mediator. The study focused on South Asian ethnic restaurants in Malaysia. Data was collected from 301 respondents and analyzed using the PLS-SEM technique. Results reveal that customer-defined market orientation has a positive impact on consumer satisfaction. Furthermore, brand image mediated the link between customer-defined market orientation and customer satisfaction to a lesser extent. Finally, researchers addressed managerial implications, limitations, and future directions.

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

Internet banking is a service delivery channel which has the power to offer banking services to the customers anywhere on a 24 × 7 365 days basis. At the same time the cost of offering this service for banks is just one-tenth of that of a branch-based service. Internet banking offers a win-win proposition for both the customer and the bank. Yet, in an emerging economy like India, there are a large number of retail bank customers who are yet to start using this cost effective and convenient delivery channel. This paper tries to find out the reasons behind this non-usage and what banks must do to migrate non-users to retail internet banking as studies focusing on them have been few. The study also has utilised extensively the literature available on the subject.

V.V. Ravi Kumar

Papers

Extending the TAM Model: Intention of Management Students to Use Mobile Banking: Evidence from India:

Yoga: A Case of Reverse Innovation

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

A study on migrating non-users to retail internet banking: evidence from India

Cloud computing in agriculture: a bibliometric and network visualization analysis