Determinants of adoption of mobile banking: Evidence from rural Karnataka in India

Savitha, B (2018) Determinants of adoption of mobile banking: Evidence from rural Karnataka in India. International Journal of Trade and Global Markets, 11 (1/2). pp. 77-86. ISSN 1742-7541

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Abstract

Mobile banking has revolutionised the way banks create value for customers by providing low-cost self-service alternatives without temporal and spatial limitations. This paper aims to determine the factors that have a bearing on the adoption of mobile banking services by using a unified theory of acceptance and use of technology (UTAUT) model. An empirical descriptive study was carried out in Udupi district of the state of Karnataka to collect data using judgement sampling procedure. The data were analysed using partial least square method of structural equation modelling. Performance expectancy and effort expectancy significantly influences the intention to adopt. Multigroup analysis by gender reveals that the effect of performance expectancy on adoption intention is considerably higher for male than female population. For widespread adoption of mobile banking, rural customers should perceive the process of banking transactions as convenient, easy-to-use and understand and publicise the usefulness of electronic medium over traditional medium through awareness campaigns.

Item Type: Article
Uncontrolled Keywords: adoption; effort expectancy; mobile banking; UTAUT; unified theory of acceptance and use of technology
Subjects: Management > MIM Manipal
Depositing User: MIM User
Date Deposited: 18 Jul 2018 04:34
Last Modified: 18 Jul 2018 04:34
URI: http://eprints.manipal.edu/id/eprint/151623

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