Research Of Consumer Behavior To Use Mobile Banking

With the development of mobile communications technology, mobile banking as a new thing in our country has been got through seven years till today. the number of mobile user is reached 0.601billion by the end of June 2008, However, the development of mobile banking is still far from satisfaction. Mobile bank is not acknowledged in the client of bank. In this situation, this paper focus on the service of mobile banking, research on the attitude and the action of consumers.The first part of this paper is review of studies on mobile banking and then review and analysis research status in and out of home. Based on the Technology Acceptance Model, Diffusion of Innovations and Perceived Risk as the theoretical bases and construct the research model which including perceived usefulness, perceived easy for use, perceived risk, can be tested, charge stander , The attitude of the mobile bank and the actual use of mobile banking seven factors.In the main part, 157 valid questionnaires were statistically analyzed, using SPSS 17.0 as analysis tools to get such as reliability analysis, validity, factor analysis, correlation analysis and regression analysis. The major findings indicate: (1) Inquiry service and transfer service are the most useful service to consumer. (2) Easy to use and charge stander are the significant factors to effect consumer'attitude to mobile bank. (3) Can be tested is not the most important factor to affect people to choose use mobile bank. (4) The relationship between attitude of consumers and the mobile bank users are positive correlation.Form results of research, the author suggest that the relative practitioners in mobile commerce should spend more efforts on making the mobile commerce services convenient and the charge stander reasonable. In addition, applicability is very important in new service popularizing process. Because of the limitations of time and resource, latter researchers should try to other behavior models to improve its specificity and explanatory utility in a mobile banking context.