Also, I would like to thank all the respondents for their valuable time and information to complete this research. The objective of this research is to explore the correlation of important factors influencing the use of mobile banking among three different age groups from 18-60 years. Key factors include perceived usefulness, perceived ease of use, attitude, perceived risk, brand association, and low transaction cost.
For further analysis, the results showed that the younger age group perceived low cost, perceived usefulness, perceived ease of use, and perceived risk as important transaction factors. The second group, 31-45 years old, perceived low transaction cost and perceived ease of use as important factors. The older group perceived utility and low transaction costs as essential factors.
These factors have influenced the attitude towards mobile banking which will directly affect the use of mobile banking. The results of this research would help mobile banking providers to notice the key factors influencing the use of mobile banking, understand the customer's perspective and put in place strategies to increase customer satisfaction.
INTRODUCTION 1
Research Objective 3
To investigate the correlation of important factors influencing the use of mobile banking among three different age groups and 46-60 years. The sample population also consists of users and non-users of mobile banking in Bangkok, Thailand. However, the target market for mobile banking is likely to be urban, so we have a sample that is potentially representative of the target population.
A survey tool estimates six factors that can influence the use of mobile banking services: perceived usefulness, perceived ease of use, attitude, perceived risk, brand association and low-cost transaction (Luarn and Lin, 2005; Wang et al., 2006) . Analysis of variance (ANOVA), correlation coefficient analysis, regression model analysis, confirmatory factor analysis and cross-tabulation were used to determine whether these factors influenced the use of mobile banking services. This study is structured as follows: The first section summarizes the earlier literature considering the factors that can influence the use of mobile banking services and which one is the most important factor.
The technology acceptance model (TAM) in the literature will increase the understanding of customer acceptance of mobile banking services. This section of the study discusses and describes three important topics; mobile banking, Technology Acceptance Model (TAM) and important factors influencing mobile banking usage.
Mobile Banking 5
- Perceived Ease-of-Use 9
- Attitude 10
- Perceived Risk 10
- Brand Association 11
- Low Cost Transaction 12
Furthermore, Internet banking users and mobile banking users were found to have different demographic characteristics. If customers tend to accept new technology in banking services, they may have a positive attitude towards the use of mobile banking. The spread of mobile technology in everyday life has increased the popularity of mobile banking.
There are six important factors that can influence the use of mobile banking; brand association (brand awareness and brand image), perceived risk, perceived usefulness (no time and place limitation), perceived ease of use, lower price transaction and attitude. In the model, both perceived usefulness and also perceived ease of use predict attitude defined as the user's assessment of the desirability of using the mobile banking system for this study. In the context of mobile banking adoption, benefits such as immediacy, convenience and affordability for customers have been reported.
According to the theory of reasoned action (Ajzen and Fishbein, 1980) and the theory of planned behavior (Ajzen, 1985), technology models, risk perception and brand associations influence attitudes towards the use of mobile banking. Therefore, mobile banking users are concerned about risk as the most vulnerable points in the telecommunication process can be found between mobile phones rather than between fixed devices (Corradi et al., 2001).
RESEARCH METHODOLOGY 13
Analysis of Variance (ANOVA) 19
- The Attitude and the Intention to Use 22
According to Table 4.2, ANOVA test between three different age groups and factors affecting attitude towards mobile banking showed that four results of Sig value = 0.000 which is less than 0.05 level of significance; perceived usefulness, perceived ease of use, perceived risk and low transaction costs. This result illustrated the difference between each age group in terms of factors affecting attitude towards mobile banking. Compared to other age groups, respondents aged 31-45 perceived usefulness and perceived cheap transactions more than the other two age groups.
In contrast, brand association showed the result of Sig value = 0.228 which is more than 0.05 level of significance. ANOVA test between three different age groups and the attitude towards mobile banking illustrated the result of Sig value = 0.002 which is less than 0.05 level of significance. In addition, respondents aged 31-45 have more interest in mobile banking compared to other age groups.
Further analysis towards H5, this study tested three different age groups and mobile banking usage to observe more about the correlated relationship between mobile banking attitude and usage. According to Table 4.4, the test results showed that the Sig value = 0.000, which is a significance level of less than 0.05. It can be concluded that the difference in age groups is influenced by the use of mobile banking.
Respondents between the ages of 31-45 had more intentions to use mobile banking compared to other age groups. Therefore, it can be assumed that the respondents aged 31-45, who had an interest in mobile banking, will be influenced by the use of mobile banking. H5: Attitude to use mobile banking positively influences the behavioral intention to use mobile banking was accepted.
Correlation Coefficient Analysis 23
Y-value represents the dependent variable, which in this research is the attitude towards mobile banking. Low cost transaction (0.272) and perceived ease of use (0.207) influenced the attitude towards mobile banking in this age group. Regression and correlation analysis were used in this research to explore the relationship between variables of the factors and the attitude towards mobile banking services.
In short, low-cost transactions had a major impact on attitudes towards mobile banking. ANOVA, correlation coefficient analysis and regression analysis results show the relationship between perceived risk and attitude towards mobile banking. Therefore, the low transaction costs and perceived risk justified the effects on attitudes of using mobile banking.
This factor illustrates a high correlation with the attitudes that influence the use of mobile banking services. Nevertheless, there are other factors that can also influence the attitude and the intentional behavior of using mobile banking services that need to be further investigated. Toward an understanding of the behavioral intention to use mobile banking”, Journal of Computers in Human Behavior, Vol.
The purpose of this study is to examine the important factors that influence the use of mobile banking among different age groups. Mobile banking brand that I thought has a good image (make me feel safe and relieved) 17.
