مقاله انگلیسی رایگان در مورد قصد استفاده از نرم افزارهای بانکداری موبایلی – الزویر 2017

For financial institutions mobile banking has represented a breakthrough in terms of remote banking services. However, many customers remain uncertain due to its security. This study develops a technology acceptance model that integrates the innovation diffusion theory, perceived risk and trust in the classic TAM model in order to shed light on what factors determine user acceptance of mobile banking applications. The participants had to examine a mobile application of the largest European bank. In the proposed model, an approach to external influences was included, theoretically and originally stated by Davis et al. (1989). The proposed model was empirically tested using data collected from an online survey applying structural equation modeling (SEM). The results obtained in this study demonstrate how attitude determine mainly the intended use of mobile apps, discarding usefulness and risk as factors that directly improve its use. Finally, the study shows the main management implications and identifies certain strategies to reinforce this new business in the context of new technological advances.

Introduction mobile banking & mobile commerce

Online banking services

Banks are considered highly dynamic business entities that, joined in a global network, offer better conditions to those clients who decide to use online banking services (Munoz- ˜ Leiva, Sánchez-Fernández, & Luque-Martínez, 2010). This sector, as in many others, converts the Internet and mobile applications or apps into the most effective channel for offering banking products and services to clients. As a consequence, we are witnessing an increasingly competitive banking sector with increasingly demanding clients (Shaikh & Karjaluoto, 2015). Since electronic banking first appeared, Web apps have gained rapid popularity due to the advantages they offer banking entities in terms of comfort and ease when performing client transactions, increasing market coverage and service quality. In contrast to traditional banking activities, online banking provides more features and functionalities at a lower cost (Laukkanen, 2007). Online banking and mobile apps of financial entities allow users to, among other advantages, access their accounts from any location and at any time. Such accessibility represents an advantage overtraditional banks. Despite all ofthis, it is important to highlight that the number of clients that operate through online banking has not increased as much as it was expected. Aspects such as the lack of differentiation between banks, lack of trust in the system, impersonal treatment or lack of security have caused reluctance from many customers to use such tools (Munoz-Leiva ˜ et al., 2010). According to a recent study by Price Waterhouse1 conducted in 2013 involving 157 managers for technology and systems for financial institutions in 14 major markets in America, Europe and the Asia-Pacific, the weight of digital channels in retail banking will grow significantly in the coming years. The number of mobile banking (or m-banking) users will increase by 64% until 2016; and those who make purchases through social networks and use online banking will also significantly increases, 56% and 37% respectively. This situation will be detrimental to other traditional channels such as bank branches and telephone banking, whose users will fall by 25% and 13% respectively. However, they will not disappear and they will continue to have an important role focused on the most complex banking.