The Research on Effect Factors of Mobile Bank Use Intention Based on Perceived Risk
Mobile bank,as an emerging form of financial service,has received widespread attention,and its development is strongly decided by customers” use intention.This paper deals with the effect factors of use intention of mobile bank according to the characteristics of perceived risk.This paper adopts the methods of interview,the construction of theoretical models and questionnaire survey to analyze the data.The results show that perceived risk,technology convenience and service quality of operators significantly affect the use intention and attitude of mobile bank.The research conclusions also find that to promote the population of mobile bank,strengthening technological innovation,enhancing usability and usefulness of mobile bank,deepening cooperation with mobile operators are necessities.And also,improving safety and service quality has practical significance on the promotion of mobile service.
Mobile bank Perceived risk Use intention Mobile Operator
Fang Zou Fangjie Su Wenlong Zhang
Business School,Sichuan Agricultural University Chengdu 611830,China Sichuan Branch,Industrial and Commercial Bank of China Chengdu 611130,China College of Management,Sichuan Agricultural University Chengdu 611130,China
国内会议
China Marketing International Conference 2015 (2015中国市场营销国际学术年会)
西安
英文
379-391
2015-07-24（万方平台首次上网日期，不代表论文的发表时间）