Research On The Mobile Banking And User Behavior

In recent years,Mobile banking has developed rapidly around the world.With the number of users and the volume of transactions growing,it has become an important extension of the form of commercial banking services and represents the development trend of financial services in the future.Under the vigorous promotion of the mobile e-commerce,mobile banking has become a new type of service provided by commercial banks.Under the support of new technical means and platforms,customers can enjoy multiple business functions in WeChat public platform or APP software,however,in the past only through the counter or web site.Nevertheless,the attitudes of individual users to new things are different,because various factors influence and determine people's intention to use and related behavior.In other words,the degree of acceptance and expectations are not the same for various customers to use the mobile banking launched by the domestic commercial banks.So far,many scholars both at home and abroad have carried out a number of studies from different angles in this field.It's not hard to find that,the research on user behaviors is the precondition of the development of mobile banking.This paper establishes a conceptual model with the help of technology acceptance model(TAM)according to the customer relationship management theory and Maslow's hierarchy of needs theory.Based on literature review and user interviews,we have carried out a questionnaire survey following the completion of the determination of measurement indicators,design scale and the preparation of the questionnaire and other preparatory work.We utilize the software of SPSS and Lisrel to test the reliability and validity of the collected data.With the linear regression model is used to test the hypothesis,the relationships of the influencing factors are obtained.At last,the countermeasures and suggestions are put forward according to the results of the quantitative research.Besides the concept,function and characteristics of mobile banking,this paper introduces its fundamental forms and the domestic development.The attitude and the intention of using the financial services provided by the mobile phone banks are studied by the methods of literature analysis,questionnaire survey and case analysis to determine the influencing factors and the degree of influence for promoting the further development of domestic mobile banking.