| Mobile Banking is a new channel for the Banking Service due to the rapid development of mobile communication technology. It is an extension of Internet Banking Services. Based on the whole banking network connectivity and high-speed data exchange, Mobile Banking Service is becoming more convenient and more competitive than others.At the same time, with the creasing of potential customer community and the depth of bank-oriented financial information, a new concept of mobile financial Mobile Banking Service would be injected to the mind of human beings by Mobile Banking Service.Based on the literature review, we found Bank Brand and QOS (Quality of Service) of Network Operator have large impact to the Security, so we employ Security as a moderating variable to do further study. Based on the framework, this paper has the following contributions:First, there is little investigation about Mobile Banking Service,at the first time, the writer bring up the factor of security. And the bank brand operators have to be as the impact of the security variables into Mobile banking Behavioral Intention study.The essay has revealed the security of Behavioral Intention of Mobile Banking from it.Second,because of the particularity of Mobile Banking Service. the writer bring up the factor of network operators to as the impact of the security variables into Mobile banking Behavioral Intention study.Third,innovative research perspective. As the development of Mobile Banking in China has not yet truly universal, there has not been enough research about bank brand and the network operators for Perceived Usefulness. This research explored the bank and the network operator of two different perspectives on the impact of Perceived Usefulness.This paper uses literature review, quantitative and qualitative study methods. The main framework of the paper is constructed on large amount of literature review. Through the literature review about Mobile banking Service and Internet banking Service, the research framework and security dimensions is presented and there is enough theoretical support for the study. After the colleting of data, the paper used SPSS 15.0 and AMOS7.0 to process the data and testify the hypothesis.In the data analysis stage, after all indexes reached standard, the author checked if there existed large common method bias, the result show there wasn't serious CMB, because the largest factor of all items just contributed 28.632%, smaller than 50%. Then the structur model was testeed, based on some regulations, we adjusted some hypothesis which included deleting some paths, and the final model has the following seven variables:Behavioral Intention,Attitude to Use,Perceived Usefulness,Perceived Ease Of Use,Security,Bank Brand,QOS of Network OperatorAt last, based on the data analysis, the paper gives the conclusion and managerial implication to the bank and network operator. Meanwhile the shortage and future investigation points are provided which give suggestions and implication for future study.The main contents of each chapter are as follows:ChapterⅠ:Introduction. This article focuses on topics of background, research significance and innovation.ChapterⅡ:Literature Review. Based on the review of the literature both in and aborad, the author sort theQOS, Brand Equity and Security reviewed.ChapterⅢ:Of the theoretical model and research hypothesis. Based on the basis of literature review, this chapter present the research model and research hypothesis.ChapterⅥ:Reserch Design and Data Collection. This chapter describes the study of sample selection, scale design and the formation of the questionnaire.ChapterⅤ:Data analysis. This chapter briefly describes the research method used in this study. the measurement model and the structural model.ChapterⅥ:Conclusions and Prospects. Based on results of the analysis of ChapterⅤ, this chapter summarizes the main conclusions of the study, and the prospect of the following study. |
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