The Impact of Perceived Innovation Characteristics of Mobile Banking on the Behavioral Intention to Use: An Empirical Study in Syria
Technological innovations have significantly impacted on the banking environment and led to a market situation in which the banks have developed innovative service products and offered their customers more flexibility. So the banks have launched multiple service access methods via new delivery channels. Among the newest services to be offered is mobile banking innovation. As, Individuals perceptions of an innovation could affect their intention to use this innovation. Therefore,this study applied TAM (Technology Acceptance Model) and DIT (Diffusion of Innovation Theory) to investigate the impact of perceived innovation characteristics of mobile banking services by the individuals on their behavioral intention to accept and use these services in the future. The data was collected via survey from 126 Syrian bank customers whom have mobile phone at same time. The results of the regression analyses have showed mat perceived usefulness,compatibility,observability, perceived risk,and perceived cost have significant effect on the behavioral intention of the banking customers to use mobile banking services. This result will help the banking industry to formulate their marketing strategies to promote and further develop mobile banking systems in the future.
Mobile banking Syria Technology Acceptance Model Diffusion of Innovation Theory
Allam Maalla Subhi Kord Arabo
School of Management,Wuhan University of Technology,Wuhan,P.R.China,430070
国际会议
The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)
成都
英文
231-236
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）