A Study On The Promotion Of User Behavior And Activity Of Personal Mobile Bank Of CD Agricultural And Commercial Bank

With the continuous development of society and the continuous progress of science and technology,mobile banking has gradually become an important platform for commercial banks to provide online financial services for customers and cooperate with cross industry institutions.While the mobile banking business is expanding rapidly,it has also encountered many bottlenecks in development,such as low activity and poor user experience.This paper takes CD Rural Commercial Bank as a case study to study the use behavior and activity improvement of CD Rural Commercial Bank’s mobile banking customers.Firstly,the research background and significance of mobile banking are described.At the same time,the research status at home and abroad is reviewed and summarized.The main concepts in the article are defined,and the relevant theories involved are introduced,laying a theoretical research foundation for this in-depth study;Then,it introduces the basic situation of the mobile banking business of CD Rural Commercial Bank,analyzes the current situation of mobile banking customer activity,and conducts research and comparison with institutions in the same industry to reveal the problems faced by CD Rural Commercial Bank in the development of mobile banking business.Thirdly,in the form of questionnaires,this paper conducts an empirical study on the customer use behavior of mobile banking business of CD Rural Commercial Bank.The survey results show that performance expectation,effort expectation,social influencing factors,promotion factors and satisfaction have significant positive effects on customers’ willingness to use continuously,while perceived risk has significant negative effects on customers’ willingness to use continuously.Finally,referring to previous research materials,this paper puts forward targeted suggestions to improve the mobile phone business related activities of CD Rural Commercial Banks: improve mobile banking security,facilitate customer service experience and strengthen mobile banking operations;Optimize the safeguards of the big data platform.This paper takes the customers of CD rural mobile banking as the research object,and analyzes the main influencing factors of the customer use behavior of CD rural mobile banking.With the help of UTAUT model,a theoretical model of influencing factors of mobile banking user’s use behavior is constructed,which is suitable for the study of regional rural commercial banks.This can provide a reference for the development of mobile banking business of CD rural commercial bank,and can also provide a reference for other regional banks when developing mobile banking business.