The Influence Factors Of Mobile Banking Use Intention

As a typical mobile financial service, Mobile Banking has great potential for development. So that all related parties pay attention to Mobile Banking. And banks have combined with mobile operators to promote Mobile Banking. However, investigations showed that Mobile Banking is still in its early stage of development in our country. It has not yet truly universal. Bank customers have not a clear awareness of Mobile Banking. They are concerned about the security. Therefore, on the basis of previous studies, this paper studies the factors that affect Mobile Banking usage intention, combining with the characteristics of Mobile Banking.Based on a review of the literature studying on the Mobile Banking at home and abroad, this study interviewed some Mobile Banking customers, and carried on a pre-research. Then the paper built a theoretical model. In order to validate the model, this paper investigated some Mobile Banking customers, MBA students and college students, and then used the SPSS and Lisrel8.7statistical software to analyze the data which were collected. There are three major research results. Firstly, Technology Acceptance Model (TAM) is still suitable in the studies of Mobile Banking use behavior under Chinese background. Secondly, the four factors, which contain perceived usefulness, perceived ease of use, perceived risk and mobile operators’ service quality, have a significant impact on using attitudes, and thus affect the Mobile Banking users’intention. And the third, in the related effects of these factors, customer trust plays an intermediary role.Results of this paper provides scientific basis for the further development of Mobile Banking. Through the research, we know that in order to expand Mobile Banking, the banks should strengthen science and technology innovation, enrich the Mobile Banking business, reduce the use difficulty, and improve the users’experience. Banks should also strengthen cooperation with mobile operators. And they unite to build a safer Mobile Banking operation system platform, improve the quality of service, and provide customers with better financial support.