High Versus Low Consumer Attitude and Intention Towards Adoption of Mobile Banking in India: An Empirical Study

Abstract

Although factors influencing adoption of technology-enabled banking has been studied by many researchers, the construct perceived usefulness had been analysed as a single construct. Moreover, the measurement of perceived usefulness by researchers does not discuss sub-dimensions or sub-factors, which could contribute to perceived usefulness associated with a particular technological innovation. This article empirically examines the influence of various factors on user attitude and intention towards adopting mobile banking. Based on focus-group discussion and personal interview with bankers, technology acceptance model (TAM) and studies on technology adoption, we propose a mobile banking adoption model in Indian context. We also examine the impact of demographics on user attitude and intention. Exploratory factor analysis (EFA) on a sample of 367 respondents resulted in seven factors which were found to be reliable. Confirmatory factor analysis demonstrated significant convergent and discriminant validity. Logistic regression equation was used to estimate the degree of correct prediction of user attitude and intention towards mobile banking adoption. Perceived trust, perceived ease of use (PEOU), perceived lifestyle compatibility, perceived efficiency and perceived convenience significantly impacted user attitude. However, user attitude was not found to differ significantly between demographic variables. Similarly, perceived trust, PEOU, perceived lifestyle compatibility and perceived efficiency were found to positively and significantly affect user intention. User intention was found to significantly vary across demographic groups based on gender and household income.