Affecting Factors Analysis Of Mobile Banking Use Behavior

With the rapid development of Internet technology, electronic emerging industries such as mobile commerce appear and have rapid development, which make people a disruptive change in life concept, especially for people’s life style and level, and make consumer demand for bank financial services.The traditional banking financial services have been difficult to meet the needs of customers, therefore phone banking emerges as an integral part of commercial bank counter service system.Now, instead of wallet, phone has been the essential tool, when people go out. As a bank financial service mode innovation, mobile banking has unparalleled competitive advantage:customers can not subjected to time is not restricted by space to use banking services, the bank can be 24 hours of service to meet customer demand, to improve the performance of the bank. This paper is mainly combs the previous scholars study on the influencing factors of mobile phone banking service, in this special group of college students as samples, construction of College Students’mobile phone bank behavior influencing factors model.This paper is mainly for the development of mobile banking as the background, using the research methods of empirical analysis of the factors influencing the impact on consumers to use mobile banking behavior. First of all to have a preliminary understanding of the background of the development of mobile banking, development status at home and abroad this paper introduces the definition and development of mobile banking and mobile banking model, mobile banking and summary of related literature, to tease out the corresponding research variables, to lay the foundation for further research; then, based on the theoretical model the paper, reviews the development history of the technology acceptance model, the theory of rational behavior from the beginning to the technology acceptance model, focusing on the perceived usefulness and perceived ease of use of the effect of two variables, at the same time, this paper introduced the theory of perceived value, perceived value theory through the research status review. The perceived value theory and the technology acceptance model to combine, put forward the research variables; finally, based on the technology acceptance model used by literature review, focus on research technology acceptance model in the field of electronic commerce and mobile payment. On this basis, the comprehensive influence of consumers, operators, Bank of the three assumptions of the model is presented.This paper through the issuance of questionnaires and data collection statistics, the correlation analysis and regression analysis to verify the influence of five variables on the use of behavior, and draw the corresponding conclusion. The main perceived usefulness, perceived ease of use and entertainment has a significantly positive effect on consumers; the risk of consumer behavior plays a significant negative role; and the use of cost on consumer behavior is not significantly affected. Combined with the conclusion and theory, this paper puts forward some corresponding suggestions on the use of mobile banking, look forward to the future development of mobile banking more successful.