A Model for the Frequency Use of Mobile Banking Services

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Mottaghi Payman; MALEKI MOHAMMAD HASAN; Asheghi Oskooee Hooshang; SHARIFI FATEMEH; Sadeghi Sayed Rasoul

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Journal: New Marketing Research Journal Year:2019 | Volume:9 | Issue:2 (33) Page(s): 169-194

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Title

A Model for the Frequency Use of Mobile Banking Services

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Keywords

Mobile BankingQ2

Perceived RiskQ1

AttitudeQ1

Ease of UseQ2

Brand ImageQ1

Abstract

The inclusive growth of information and communication technology has had a significant impact on the banking industry. Providing banking services to customers through mobile phones is one of the latest technologies. Evidence suggests that using mobile-bank among the customers of banks is expanding. The purpose of the present research is to provide a model for assessing the impact of Attitude, personality, Perceived Risk, Ease of Use, and Brand Image on the frequency of using mobile-bank. The statistical population of this research includes all clients of different branches of Melli State Bank in Isfahan, who are using the Mobile Bank software. Of the customers, those who were available were selected for statistical sample (230 people). Finally, 199 questionnaires were completed and collected. The research instrument was a multi-part questionnaire, and available sampling was also used. The validity of the questionnaire was confirmed by factor analysis, and its reliability was confirmed using Cronbach's alpha (0. 837). The analysis of the research data was done using structural equation modeling with the help of AMOS software. The results show that Ease of Use and Perceived Risk affect the Attitude of users. Also, the results indicate that there is a significant relationship between Attitude and frequency of using mobile-bank. Also, the results indicate that the impact of the variable personality characteristics on the Attitude, Brand Image, and Perceived Risk on the frequency of using Mobile Banking is inadequate.

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APA: Copy

Mottaghi, Payman, MALEKI, MOHAMMAD HASAN, Asheghi Oskooee, Hooshang, SHARIFI, FATEMEH, & Sadeghi, Sayed Rasoul. (2019). A Model for the Frequency Use of Mobile Banking Services. NEW MARKETING RESEARCH JOURNAL, 9(2 (33) ), 169-194. SID. https://sid.ir/paper/194489/en

Vancouver: Copy

Mottaghi Payman, MALEKI MOHAMMAD HASAN, Asheghi Oskooee Hooshang, SHARIFI FATEMEH, Sadeghi Sayed Rasoul. A Model for the Frequency Use of Mobile Banking Services. NEW MARKETING RESEARCH JOURNAL[Internet]. 2019;9(2 (33) ):169-194. Available from: https://sid.ir/paper/194489/en

IEEE: Copy

Payman Mottaghi, MOHAMMAD HASAN MALEKI, Hooshang Asheghi Oskooee, FATEMEH SHARIFI, and Sayed Rasoul Sadeghi, “A Model for the Frequency Use of Mobile Banking Services,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 2 (33) , pp. 169–194, 2019, [Online]. Available: https://sid.ir/paper/194489/en

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