Prihvatanje mobilnog bankarstva i njegove perspektive u Srbiji - analiza tržišta mladih

Abstract

This paper investigates the determinants of mobile adoption by the young adults in Serbia. Mobile is a major driver of change in retail globally. The pace of its adoption differs across regions and countries, with some emerging countries taking the lead. Building on a technology acceptance model and earlier studies, we define and test a model comprising five factors that we hypothesize to have an effect on the acceptance of mobile banking. The sample includes 202 respondents from the student population. In the first stage, we extract factors based on factorial analysis so as to provide a justification for the constructs and inputs used for further analysis. In the second stage, we use these factors as independent variables in a regression analysis, where the dependent variables represent behavioral intentions regarding the use of mobile banking. The results show that all five factors are positively associated with the dependent variables. Two factors, perceived usefulness and perceived security, are singled out as the most prominent causes of intentions to use mobile banking, because they are statistically significant in each regression model. Our analysis suggests that information on mobile banking is the weakest factor, which is a surprising result having in mind its importance in other studies. We find the influence of the two remaining factors, technological proficiency and conditions and perceived ease of use, to be varying.