The Empirical Research Of Mobile Phone Bank Use Influencing Factors Based On The Technology Acceptance Model

Along with the rapid development of science and technology, people life rhythm faster and faster, because of the portability, mobile phones become city people’s essential tools. As a new service channel bank strategic value, mobile phone is becoming more and more obvious. It is in this background, the mobile phone bank generated. On the basis of the network bank, it is more highlights the characteristics of the "mobile", make the customer can carry out banking business at any time, anywhere. As mobile banking strategic value more and more obvious, study about the use of mobile banking users intend to form factors has become a highly strategic significance topic.Based on the technology acceptance model as the basic framework, combined with the feature of mobile phone bank, this paper introduces the perceived risk and perceived epidemic, to build mobile banking use intention form factor model. And through the user segmentation variables is introduced in the framework to research of various influencing factors of its intention to use with mobile banking. Through the above research, this paper hopes to understand whether there are differences between different segmentation users in mobile bank use intention on different influence factors.According to the research results of maturity scale, the author compiled in this paper’s questionnaire, and through the expert interview to adjust the questionnaire. Through the questionnaire survey, this paper collected research data, and analyze data using spss19.0to verify each variable and the relationship between the subdivided user and the influence factors of mobile banking use intention. The data analysis methods include reliability validity analysis, descriptive statistics analysis, correlation analysis, path analysis, independent samples T test and correspondence analysis.Research results show that:(1) The user’s perceived usefulness, perceived ease of use, perceived risk, perceived popularity and use attitude is the important influence factor to affect users of mobile phone bank use intention.(2) Perceived ease of use is not only directly affect the use of user attitude, and has a direct impact on perceived usefulness.(3) Perceived epidemic not only directly affect the use of user attitude, but also will directly affect the users of mobile phone bank, usefulness and perceived risk.(4) In three influence factors about the use attitude, perceived usefulness and perceived epidemic, there are significant gender differences. Men than women are more apparent sensitive on mobile phone bank usefulness, think that mobile banking is more popular and more willing to accept mobile phone bank.(5) The people between20-30ages think that mobile banking is more useful and easy to use, more popular, and they are more inclined to use mobile banking. The age more the30’s, with age increasing, tend to be more conservative and don’t want to use mobile banking, more weaker on the epidemic perceive on perceived usefulness and ease of use of mobile phone bank. Instead, they risk perception of mobile banking is gradually strengthened.(6) With the use of user experience and the understanding of mobile banking knowledge grows, the more they think mobile phone bank useful, easy to use, popular, the lower they think mobile banking risk, the more they tend to use mobile banking.Finally, on the basis of summary on the research conclusion, this paper presents, based on the research background of mobile banking, the introduction period of mobile phone bank’s marketing advice, and made a prospect for subsequent research.