Using Theory of Trying to Investigating the Adoption of Mobile Banking

Subject Areas : Jounal of Marketing Management

Mojgan Bahrami ¹ , Naser Khani ² , Mohamadreza Moradi Mogoyi ³

1 - Assistant Professor, Department of Management, Hasht Beheshti Institute of Higher Education, Isfahan, Iran
2 - Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
3 - Master of Business Administration, Hasht Beheshti Institute of Higher Education, Isfahan, Iran

Received: 2019-04-08 Accepted : 2019-12-07 Published : 2018-12-22

Keywords: Past Experience, Theory of Trying, Adoption of Mobile Banking, Attitude towards Learning, Attitude towards Success, Attitude towards Failure,

Abstract :

Purpose: Drawing upon the theory of trying, the purpose of this study was to investigate adoption of mobile banking among the customers of Sade rat Bank in Isfahan. In addition the moderating effect of customers’ experience with internet banking and mobile applications was conducted. Methodology: The present study is applied in terms of purpose and descriptive survey in terms of data collection. Using a questioner, the sample was selected using convenience sampling, which includes 450 bank customers who don’t use mobile banking. Out of 450 questionnaires, 400 were usable that analyzed with SPSS and Smart PLS 3. Findings and Conclusion: The findings reveal that intention of adopting mobile banking is determined by attitude toward mobile banking, which in turn is determined by attitude toward learning to use mobile banking. In addition, respondents’ past experience with internet banking and mobile applications did not have moderating effect on the relationship of attitudes and adoption intention. The result also showed that customers are interested in learning how to use mobile banking, also they have a lot of experience in using Internet and mobile applications. Therefore, the reason for customers' weakness of attitude depends not on the individuals and customers but on the performance of the bank and its infrastructure.  

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