본문 바로가기
KERD
논문KCI 등재

Mobile Banking Service in Mongolia: The Role of Online Convenience on the Acceptance and Use Behavior

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

주제분류경영학

초록

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post-possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of mobile banking technologies. Through practical and theoretical implications, this research aims to assist mobile banking service channels of local and international banks in Mongolia. Identifying which online convenience dimensions impact the adoption and use of mobile banking will contribute to the adoption of competitive strategies for financial institutions and banks.

Abstract

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post-possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of mobile banking technologies. Through practical and theoretical implications, this research aims to assist mobile banking service channels of local and international banks in Mongolia. Identifying which online convenience dimensions impact the adoption and use of mobile banking will contribute to the adoption of competitive strategies for financial institutions and banks.

참고문헌 (52)

  1. Ajzen, Icek, "A Bayesian analysis of attribution processes", Psychological Bulletin, 82(2), pp.261~277 (1975)
  2. Al Amin, Md., "Customer's attitude toward mobile banking usage : A case study in Bangladesh", The Journal of Asian Finance, Economics, and Business, 8(2), pp.419~426 (2021)
  3. Beauchamp, Michelle Bednarz, "Perceptions of retail convenience for in-store and online shoppers", Marketing Management Journal, 20(1), pp.49~65 (2010)
  4. Benoit, Sabine, "Linking service convenience to satisfaction : Dimensions and key moderators", Journal of Services Marketing, 31(6), pp.527~538 (2017)
  5. Berry, Leonard L., "Understanding service convenience", Journal of Marketing, 66(3), pp.1~17 (2002)
  6. Bhattacherjee, Anol, "An empirical analysis of the antecedents of electronic commerce service continuance", Decision Support Systems, 32(2), pp.201~214 (2001)
  7. Brodersen, Kayla, "Smartphone use and mental health among youth : It is time to develop smartphone-specific screen time guidelines", Youth, 2(1), pp.23~38 (2022)
  8. Brown, Lew G., "Convenience in services marketing", Journal Of Services Marketing, 4(1), pp.53~59 (1990)
  9. Chang, Man Kit, "Literature derived reference models for the adoption of online shopping", Information & Management, 42(4), pp.543~559 (2005)
  10. Chin, Wynne W., "The partial least squares approach to structural equation modelling", Modern Methods for Business Research, 295(2), pp.295~336 (1998)
  11. Copeland, Melvin T., "Relation of consumers' buying habits to marketing methods", Harvard Business Review, 1(2), pp.282~289 (1923)
  12. Creswell, John W., "Educational research - planning, conducting, and evaluating quantitative and qualitative research" (2005), Pearson Merril Prentice Hall
  13. De Kerviler, Gwarlann, "Adoption of in-store mobile payment:Are perceived risk and convenience the only drivers?", Journal of Retailing and Consumer Services, 31, pp.334~344 (2016)
  14. Dekimpe, Marnik G., "Using technology to bring online convenience to offline shopping", Marketing Letters, 31(1), pp.25~29 (2020)
  15. Duarte, Paulo, "How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM", Journal of Retailing and Consumer Services, 44, pp.161~169 (2018)
  16. Fornell, Claes, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)[DOI]
  17. Gefen, David, "Structural equation modeling and regression : Guidelines for research practice", Communications of the Association for Information Systems, 4, pp.1~77 (2000)
  18. Strengthening the protection of financial consumers in Mongolia's banking sector, "Giannetto, Giacomo", Asian Development Bank, ~, pp.ADB East Asia working paper series No. 20 (2019)
  19. Guthrie, Cameron, "Online consumer resilience during a pandemic : An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown", Journal of Retailing and Consumer Services, 61, pp.102570~ (2021)
  20. Hair, Joseph F., "Multivariate data analysis" (2010), Pearson Prentice Hall
  21. Hanif, Yasmeen, "Security factors on the intention to use mobile banking applications in the UK older generation (55þ). A mixed-method study using modified UTAUT and MTAM-with perceived cyber security, risk, and trust", Technology in Society, 67, pp.101693~ (2021)
  22. Henseler, Jorg, "Common beliefs and reality about PLS: Comments on Ronkko and Evermann (2013)", Organizational Research Methods, 17(2), pp.182~209 (2014)
  23. He, Xiuhong, "Consumer purchase intention of electric vehicles in China : The roles of perception and personality", Journal of Cleaner Production, 204, pp.1060~1069 (2018)
  24. Ivanova, Aisena, "Acceptance and use of mobile banking in Central Asia : Evidence from modified UTAUT model", The Journal of Asian Finance, Economics and Business, 9(2), pp.217~227 (2022)
  25. Jebarajakirthy, Charles, "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach", Journal of Retailing and Consumer Services, 58, pp.102323~ (2021)
  26. Jiang, Ling (Alice), "Measuring consumer perceptions of online shopping convenience", Journal of Service Management, 24(2), pp.191~214 (2013)
  27. Karimi, Sahar, "The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour", Decision Support Systems, 77, pp.137~147 (2015)
  28. Kaura, Vinita, "Service convenience, customer satisfaction, and customer loyalty : Study of Indian commercial banks", Journal of Global Marketing, 26(1), pp.18~27 (2013)
  29. Kim, Changsu, "An empirical examination of factors influencing the intention to use mobile payment", Computers in Human Behavior, 26(3), pp.310~322 (2010)
  30. Kymalainen, Tiina, "Generation Z food waste, diet and consumption habits : A Finnish social design study with future consumers", Sustainability, 13(4), pp.2124~ (2021)
  31. Lee, Jinkoo, "How consumers choose a financial institution : Decision-making criteria and heuristics", International Journal of Bank Marketing, 21(2), pp.53~71 (2003)
  32. Lin, Hsiu-Fen, "An empirical investigation of mobile banking adoption : The effect of innovation attributes and knowledge-based trust", International Journal of Information Management, 31(3), pp.252~260 (2011)
  33. Mullan, Jennifer, "Bank adoption of mobile banking : Stakeholder perspective", International Journal of Bank Marketing, 35(7), pp.1154~1174 (2017)
  34. Dat Ngoc NGUYEN, "Distribution information safety and factors affecting the intention to use digital banking in Vietnam", 유통과학연구, 18(6), pp.83~91 (2020), 한국유통과학회[DOI]
  35. 오윤경, "What Improves Customer Satisfaction in Mobile Banking Apps? An Application of Text Mining Analysis", 아시아마케팅저널, 23(4), pp.28~37 (2022), 한국마케팅학회
  36. Pallant, Julie, "SPSS survival manual - a step by step guide to data analysis using SPSS for windows" (2002), Buckingham Open University Press
  37. 박상우, "Who Makes You More Disappointed? The Effect of Avatar Presentation, Company Market Status, and Agent Identity on Customers’ Perceived Service Quality and Satisfaction of Online Chatting Services", 아시아마케팅저널, 23(3), pp.36~47 (2021), 한국마케팅학회[DOI]
  38. Reimers, Vaughan, "The role of convenience in a recreational shopping trip", European Journal of Marketing, 48(11, pp.12) (2014), 2213~2236
  39. Roy, Sanjit Kumar, "Predictors of customer acceptance of and resistance to smart technologies in the retail sector", Journal of Retailing and Consumer Services, 42, pp.147~160 (2018)
  40. Sadeghi, Tooraj, "Customer satisfaction factors(CSFs)with online banking services in an Islamic country : IR Iran", Journal of Islamic Marketing, 1(3), pp.249~267 (2010)
  41. Sang, Nguyen Mihn, "Critical factors affecting consumer intention of using mobile banking applications during COVID-19 pandemic : An empirical study from Vietnam", The Journal of Asian Finance, Economics and Business, 8(11), pp.157~167 (2021)
  42. Seiders, Kathleen, "Attention, retailers! How convenient is your convenience strategy?", MIT Sloan Management Review, 41(3), pp.79~89 (2000)
  43. Seiders, Kathleen, "SERVCON : Development and validation of a multidimensional service convenience scale", Journal of the Academy of Marketing Science, 35(1), pp.144~156 (2007)
  44. Shankar, Amit, "The influence of e-banking service quality on customer loyalty : A moderated mediation approach", International Journal of Bank Marketing, 37(5), pp.1119~1142 (2019)
  45. Shankar, Amit, "Convenience matter in mobile banking adoption intention?", Australasian Marketing Journal (AMJ), 28(4), pp.273~285 (2020)
  46. Shaw, Norman, "The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value", International Journal of Information Management, 45, pp.44~55 (2019)
  47. Shen, Yung-Cheng, "A benefitecost perspective of the consumer adoption of the mobile banking system", Behaviour & Information Technology, 29(5), pp.497~511 (2010)
  48. Thusi, Philile, "South African millennials'acceptance and use of retail mobile banking apps : An integrated perspective", Computers in Human Behavior, 111, pp.106405~ (2020)
  49. van Klyton, Aaron, "Innovation resistance and mobile banking in rural Colombia", Journal of Rural Studies, 81, pp.269~280 (2021)
  50. Venkatesh, Viswanath, "User acceptance of information technology : Toward a unified view", MIS Quarterly, 27(3), pp.425~478 (2003)
  51. Venkatesh, Viswanath, "Consumer acceptance and use of information technology : Extending the unified theory of acceptance and use of technology", MIS Quarterly, 36(1), pp.157~178 (2012)
  52. Williams, Larry J., "12 structural equation modeling in management research : A guide for improved analysis", The Academy of Management Annals, 3(1), pp.543~604 (2009)

관련 논문AI추천

이 간행물의 다른 논문 (3건)