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Validating the Measurement Constructs Affecting the Technology Adoption in Indian Mobile Banking Industry

International Journal of Applied Marketing and Management

Volume 1 Issue 1

Published: 2016
Author(s) Name: Muragesh Y. Pattanshetti, Sachin S. Kamble, Sudheer M. Dhume, Shradha Gawankar | Author(s) Affiliation:
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Abstract

Mobile phones have undeniably brought a paradigm shift, affecting both the lives of people and the business environment. Today, mobile phone has permeated the lives of billions of people around the world, becoming for many an indispensable device. Moreover, adoption of mobile banking has significant impact on reducing costs and enabling change in retail banking. Factors influencing the intention to use or adopt mobile banking are very important and will play a vital role for mobile banking service providers. The proposed study focuses on a comprehensive set of potential factors that influence the adoption of mobile banking. The research model identifies appropriate factors and captures dependency relationships among these factors in the form of a number of hypotheses to be tested in this research. This paper aims to design a scale with a high degree of reliability, validity, and dimensionality which helps to determine the appropriate technology adoption model based on the identified constructs, viz. Optimism (OPTI), Innovativeness (INNO), Insecurity (INSC), Discomfort (DISC), Perceived Usefulness (PU), Perceived Ease of Use (PEU), Perceived Risk (PR), Subjective Norms (SN), Attitude (ATTI), Behavioural Control (BC) and Behavioural Intention (BI). The data were collected through questionnaire survey from 201 respondents comprising software engineers, bank employees, professors, entrepreneurs. Confirmatory factor analysis was used to test the validity of the proposed measurement scale for all the identified constructs. This instrument helps bankers to determine and design there applications which will contribute to the knowledge of predicting customer intention.

Keywords: Technology Adoption Model (TAM), Technology Readiness Index (TRI), Technology Planned Behaviour (TPB), Mobile Banking, Mobile Technology, Confirmatory Factor Analysis

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