Authors : Asraar Ahmed and Sathish
Abstract: Increasing sales of smart phone in developing country like India has brought marketing researcher’s attention towards mobile banking apps usage. Mobile internet technology has been very effective in revolutionizing the banking services throughout the world. In developing economy like India, how far the consumers are making use of m-Banking app for transaction purposes needs to be investigated. The main objective of this study is to understand factors affecting Mobile Banking Adoption (MBAD) through smartphone app among young consumers in India. An extended Unified Theory of Acceptance and Use of Technology (extended UTAUT2) Model of slade was used as a theoretical base to examine factors affecting m-Banking app adoption. The questionnaire was distributed to college students of a private college in South India and a sample of 286 were collected. A Structural Equation Modelling (SEM) analysis was carried out using smart PLS 2. Finally the results and implications were discussed at the end.
Asraar Ahmed and Sathish , 2017. Exploring the Factors That Affect M-Banking Adoption Through Smartphone App Among Young Indian College Students-an Extended UTAUT2 Approach. Asian Journal of Information Technology, 16: 240-254.