Many seminal studies have explored consumers’ attitude and perception to adopt mobile banking as a general and unique service channel. However, no empirical studies have so far addressed consumers’ intentions to select mobile banking service delivery channel from behavioral, technological, social, cultural, and organizational perspectives for the three distinct stages like static, interaction, and transaction service. This quantitative study investigates consumers’ behavioral intentions to adopt mobile banking at the three distinct service stages. It is designed to examine this behavioral pattern based on the theoretical concept of GAM model. In this regard, an extensive empirical study was conducted among mobile banking service receivers in Bangladesh. The results reveal that driving factors of consumers’ behavioral intentions to adopt mobile banking at the static, interaction, and transaction service phases are significantly different, providing important theoretical and practical contributions.
Journal of Retailing and Consumer Services – Elsevier
Published: Jul 1, 2018
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