Empirical Research On Customer Acceptance Model Of Mobile Banking

With the increasing maturity of the mobile Internet and wireless communication technology, mobile commerce has become a new field of electronic commerce, which has developed rapidly in recent years. Our country owns the world’s largest number of smart phone users, thus the development potential of mobile business is huge. Mobile banking, as an important application of mobile commerce, is an important extension of banking business. The study of mobile banking has gotten more and more academic attention.Consumer’s acceptance and use is critical to the success of mobile banking. This research integrated technology acceptance model and its improved model theory, put forward a consumer acceptance model of mobile banking based on the present situation in our country.First, by reading lots of literature, this paper analyzes the basis of theoretical model of information technology and service customer acceptance areas:Theory of Reasoned Action, Theory of Planned Behavior, Innovation Diffusion Theory and Technology Acceptance Model, etc. We also expatiate on the research status of mobile business customer acceptance, and find some open research fields need to be further studied.Then, through classifying variables in classic literature research, based on the technology acceptance model, this paper’s research variables are determined. They are, Social Influence, Personal Innovation, Perceived Cost, Perceived Risk and Behavioral Intention. And eight hypotheses are put forward. They assume that Performance Expectancy, Effort Expectancy, Social Influence, Individual Creativity will positively significantly affect intention to use, and Perceived Cost and Perceived Risk will have negative significant influence on Behavioral Intention. Effort Expectancy and Social Influence affect Behavioral Intention indirectly by influencing Performance Expectancy. According to these assumptions, a questionnaire is formed, received more than300copies. The data of the research are gained by screening out the effective questionnaire. Since Data are collected, this research uses SPSS to do the analysis of reliability and validity. The questionnaire item of low reliability and validity is deleted. Factor analysis are also carried on, and7common factors are extracted: Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Personal Innovation (PI), Perceived Cost (PC), Perceived Risk (PR) and Behavioral Intention(BI).To evaluate the fitting degree of the model, calculated standardized regression coefficients of each path between variables, and determined the relationship between variables and eliminate variables which do not have significant relationship with others.Finally, it is concluded that Perceived Expectancy, Social Influence, Effort Expectancy, Personal Innovation are factors that influence Behavioral Intention, and the influence is reduced in turn. Perceived Cost’s negative influence on Behavioral Intention is larger than Perceived Risk. This paper is also tried to explain the reason of their mutual influence. It analyzed management connotation in the actual operation of the mobile banking of these influence factors and put forward useful suggestions to help Communications Operators, Banks and the relevant government departments promote mobile banking more effectively.