Using Theory of Trying to Investigating the Adoption of Mobile Banking
Subject Areas : Jounal of Marketing Management
Mojgan Bahrami
1
(Assistant Professor, Department of Management, Hasht Beheshti Institute of Higher Education, Isfahan, Iran)
Naser Khani
2
(Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran)
Mohamadreza Moradi Mogoyi
3
(Master of Business Administration, Hasht Beheshti Institute of Higher Education, Isfahan, Iran)
Keywords: Past Experience, Theory of Trying, Adoption of Mobile Banking, Attitude towards Learning, Attitude towards Success, Attitude towards Failure,
Abstract :
Purpose: Drawing upon the theory of trying, the purpose of this study was to investigate adoption of mobile banking among the customers of Sade rat Bank in Isfahan. In addition the moderating effect of customers’ experience with internet banking and mobile applications was conducted. Methodology: The present study is applied in terms of purpose and descriptive survey in terms of data collection. Using a questioner, the sample was selected using convenience sampling, which includes 450 bank customers who don’t use mobile banking. Out of 450 questionnaires, 400 were usable that analyzed with SPSS and Smart PLS 3. Findings and Conclusion: The findings reveal that intention of adopting mobile banking is determined by attitude toward mobile banking, which in turn is determined by attitude toward learning to use mobile banking. In addition, respondents’ past experience with internet banking and mobile applications did not have moderating effect on the relationship of attitudes and adoption intention. The result also showed that customers are interested in learning how to use mobile banking, also they have a lot of experience in using Internet and mobile applications. Therefore, the reason for customers' weakness of attitude depends not on the individuals and customers but on the performance of the bank and its infrastructure.
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Abou-Shouk, M.A., Lim, W.M. & Megicks, P. (2016). “Using competing models to evaluate the role of environmental pressures in ecommerce adoption by small and medium sized travel agents in a developing country”, Tourism Management, Vol. 52, PP.327-339.
Akhlaq, A. & Ahmed, E. (2013). “The effect of motivation on trust in the acceptance of internet banking in a low income country”, International Journal of Bank Marketing, Vol. 31, No. 2, PP.115-125.
Akturan, U. &Tezcan, N. (2012). “Mobile banking adoption of the youth market: Perceptions and intentions”, Marketing Intelligence & Planning, Vol. 30, No. 4, PP. 444-459.
Ajzen, I. (1991). “The theory of planned behavior”, Organizational behavior and human decision processes, 50 (2), PP. 179-211.
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Laukkanen, T. & Kiviniemi, V. (2010). “The role of information in mobile banking resistance”, International Journal of Bank Marketing, Vol. 28, No. 5, PP. 372-388.
Lal Dey, B., Pandit, A., Saren, M., Bhowmick, S. & Woodruffe-Burton, H. (2016). “Cocreation of Value at the Bottom of the Pyramid: Analysing Bangladeshi Farmers' Use of Mobile Telephony”, Journal of Services Marketing, Vol. 29, PP.40–48.
Ram, S. & Sheth, N.J. (1989). “Consumer resistance to innovations: the marketing problem and its solutions”, The Journal of Consumer Marketing, Vol. 6, No. 2, PP. 5-14.
Souiden, N., Pons, F. & Mayrand, M.E., (2011). “Marketing high-tech products in emerging markets: the differential impacts of country image and country-of-origin's image”, Journal of Product & Brand Management, Vol. 20, Issue. 5, PP. 356–367.
Xie, C., Bagozzi, R.P. & Troye, S.V., (2008). “Trying to prosume: toward a theory of consumers as co-creators of value”, Journal of the Academy of Marketing Science, Vol. 36, Issue. 1, PP.109-122.
Wetzels, M., Odekerken-Schröder, G. & Van Oppen, C. (2009). “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration”, MIS quarterly, Vol. 33, No. 1, PP. 177-195.
Wu I-L. & Chen J-L. (2005). “An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: an empirical study”, Int J Hum Com put Stud; Vol. 62, Issue. 6, PP. 784-808.
Yousafzai, S.Y., Foxall, G.R. & Pallister, J.G., (2007). “Technology acceptance: a meta-analysis of the TAM: Part 1”, Journal of Modelling in Management, Vol. 2, No (3), PP. 251-280.
Zhang, L., Zhu, J., Liu, Q., (2012). “A meta-analysis of mobile commerce adoption and the moderating effect of culture”. Computers in Human Behavior. Vol. 28, Issue. 5, PP. 1902-1911.
_||_بخشی، م. و سمیع‌زاده، ر. (1396). "مدلی برای پذیرش بانکداری الکترونیکی با در نظر گرفتن عامل اعتماد مشتریان"، مطالعات مدیریت کسب و کار هوشمند، دوره 5، شماره 19، صص. 53-74.
بهبودی، م.، عابدینی کشکسرای، ا. و جلیلوند شیرخانی‌تبار، م. (1392). "پذیرش بانکداری همراه توسط مشتریان بانک‌های ایرانی"، مدیریت بازاریابی، دوره 8، شماره 18، صص. 21-46.
تیموری، ه. و گودرزوند چگینی، م. (1396). "بررسی عوامل مؤثر بر فرایند شکل‌گیری وفاداری الکترونیکی با نقش میانجی تعهد الکترونیکی (مورد مطالعه: صنعت بانکداری الکترونیکی در ایران)"، تحقیقات بازاریابی نوین، دوره 7، شماره 4، صص. 117-144.
زمانی قلعه میرزمانی، س.، کاظمی، ع.، شاهین، آ. و کشتی‌آرای، ن. (1397). "ارزیابی هویت نوظهور مصرفکنندگان ایرانی در فضای مجازی ایران و تأثیر آن بر فعالیت‌‌های ارتباطی نمانام‌ها با استفاده از نظریة زمینه‌ای کلاسیک"، تحقیقات بازاریابی نوین، دوره 8، شماره 1، صص. 117-130.
صفاری‌نیا، م. (1384). "روانشناسی تغییر نگرش و رفتار مصرفکنندگان انرژی"، سازمان بهره‌وری انرژی ایران (سابا). تهران .
Abou-Shouk, M.A., Lim, W.M. & Megicks, P. (2016). “Using competing models to evaluate the role of environmental pressures in ecommerce adoption by small and medium sized travel agents in a developing country”, Tourism Management, Vol. 52, PP.327-339.
Akhlaq, A. & Ahmed, E. (2013). “The effect of motivation on trust in the acceptance of internet banking in a low income country”, International Journal of Bank Marketing, Vol. 31, No. 2, PP.115-125.
Akturan, U. &Tezcan, N. (2012). “Mobile banking adoption of the youth market: Perceptions and intentions”, Marketing Intelligence & Planning, Vol. 30, No. 4, PP. 444-459.
Ajzen, I. (1991). “The theory of planned behavior”, Organizational behavior and human decision processes, 50 (2), PP. 179-211.
Al-alak, B.A. (2014). “Impact of marketing activities on relationship quality in the Malaysian banking sector”, Journal of Retailing and Consumer Services, Vol. 21, Issue. 3, PP. 347-356.
Alalwan, A.A., Dwivedi, Y.K. & Rana, N.P. (2017). “Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust”, International Journal of Information Management, Vol. 37, Issue. 3, PP. 99-110.
Bagozzi, R. & Warsaw, L. (1990). “Trying to Consumer”, Journal of Consumer Research, Vol. 17, Issue. 2, PP. 127-140.
Chaoualia, W., Souidenb, N. & Ladharib, R. (2017). “Explaining adoption of mobile banking with the theory of trying, general self-confidence, and cynicism”. Journal of Retailing and Consumer Services, Vol. 35, PP. 57-67.
Davis, Fred d. (1989). “Perceived usefulness perceived ease of use, and user acceptance of information technology”, MIS quarterly, Vol. 13, Issue. 3, PP. 319-340.
Hew, J.J., Lee, V.H., Ooi, K.B. & Wei, J. (2015). “What catalyses mobile apps usageintention: an empirical analysis”, Industrial Management & Data Systems, Vol. 115, No. 7, PP. 1269-1291.
Kim, Y.J., Chun, J.U. & Song, J., (2009). “Investigating the role of attitude in technology acceptance from an attitude strength perspective”, International Journal of Information Management, Vol. 29, Issue. 1, PP. 67-77.
Kaushik, A.K. & Rahman, Z., (2015). “An alternative model of self-service retail technology adoption”. J. Serv. Mark, Vol. 29, No. 5, PP. 406-420.
Laukkanen, T. & Kiviniemi, V. (2010). “The role of information in mobile banking resistance”, International Journal of Bank Marketing, Vol. 28, No. 5, PP. 372-388.
Lal Dey, B., Pandit, A., Saren, M., Bhowmick, S. & Woodruffe-Burton, H. (2016). “Cocreation of Value at the Bottom of the Pyramid: Analysing Bangladeshi Farmers' Use of Mobile Telephony”, Journal of Services Marketing, Vol. 29, PP.40–48.
Ram, S. & Sheth, N.J. (1989). “Consumer resistance to innovations: the marketing problem and its solutions”, The Journal of Consumer Marketing, Vol. 6, No. 2, PP. 5-14.
Souiden, N., Pons, F. & Mayrand, M.E., (2011). “Marketing high-tech products in emerging markets: the differential impacts of country image and country-of-origin's image”, Journal of Product & Brand Management, Vol. 20, Issue. 5, PP. 356–367.
Xie, C., Bagozzi, R.P. & Troye, S.V., (2008). “Trying to prosume: toward a theory of consumers as co-creators of value”, Journal of the Academy of Marketing Science, Vol. 36, Issue. 1, PP.109-122.
Wetzels, M., Odekerken-Schröder, G. & Van Oppen, C. (2009). “Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration”, MIS quarterly, Vol. 33, No. 1, PP. 177-195.
Wu I-L. & Chen J-L. (2005). “An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: an empirical study”, Int J Hum Com put Stud; Vol. 62, Issue. 6, PP. 784-808.
Yousafzai, S.Y., Foxall, G.R. & Pallister, J.G., (2007). “Technology acceptance: a meta-analysis of the TAM: Part 1”, Journal of Modelling in Management, Vol. 2, No (3), PP. 251-280.
Zhang, L., Zhu, J., Liu, Q., (2012). “A meta-analysis of mobile commerce adoption and the moderating effect of culture”. Computers in Human Behavior. Vol. 28, Issue. 5, PP. 1902-1911.
