A Study On The Influencing Factors Of College Students’Initial Trust In Mobile Banking Service

With the rapid development of mobile devices and mobile network technology, mobile banking service (MB) shows its great potential for development as the representatives of banking financial innovation business. In China, there have been more than10years of practical application of mobile banking. However, its business was restricted by many factors, in which the lack of trust in MB was the most important. College students are the most important and potential young customers for mobile banking. Therefore, it has a reference for promotion of mobile banking to study the initial trust of MB to improve the trust environment and speed up the popularization of mobile banking in college students group.Based on the overview of MB theory and college students consumption characteristics, this paper integrated the research results on the initial trust influencing factors from domestic and foreign scholars, and built college students MB initial trust theoretical model from four angles, which were named consumer characteristics, characteristics of mobile technology, service features and trading environment characterized. After analyzing the impact of factors involved in the model, including personal innovative model, self-efficacy, the level of mobile terminals, mobile network level, comparative advantage, information quality, system quality, perceived reputation and structural guarantee, this paper presented the corresponding nine hypotheses. By using questionnaires and data collection, this paper analyzed the statistical characteristics of the sample data, and conducted reliability and validity by SPSS19.0. Based on the above analysis, this paper built a structural equation model and underlying assumptions were validated by AMOS17.0software. According to the standardized path analysis, the influence of perceived reputation for initial trust was not obvious. Factors that included individual innovative, self-efficacy, mobile terminal technology, mobile network technology, comparative advantage, information quality, system quality and structure guarantee were tested. The role of comparative advantage and structure guarantee was the most significant. Finally, the marketing implications were given on the basis of empirical results.