Exploratory Study on Understanding Intention of M-banking Use based on Trying and Behavioral Reasoning Theory

Abstract

The present study seeks to examine the intention of the new technology adoption of software-based mobile banking (M-banking) by considering two theories with a combination of structural equation modeling (SEM) and interpretive structural modeling (ISM). The combined role of these two theories (and two combined methods) is examined for the first time. The object of this study consists of 385 customers of Iranian banks. Data are collected through a questionnaire and analyzed using the structural equation model. Since the structural equation model is used to validate variables and determine the impact intensity, the ISM method is applied to understanding mutual influences amongst the variables' dimensions and finding the magnitude of effects of these variables on attitude. The results of hypothesis testing show that logical and illogical reasons for M-banking adoption significantly affect customers' attitudes toward the use of M-banking. The results of ISM show that "Usage Barrier" has the highest impact among its elements. As the two theories are combined and examined to classify the intensity of the effects, the factors in adoption behavior are investigated for an understanding of the effect of new technologies of mobile banking applications on its use.