• Part of
    Ubiquity Network logo
    Submit a journal article Submit a book proposal

    Read Chapter
  • No readable formats available
  • Customer Value Perception toward Use of Mobile Banking Applications

    Reihaneh Bidar

    Chapter from the book: Australasian Conference on Information Systems, . 2018. Australasian Conference on Information Systems 2018.

     Download

    Mobile banking (m-banking) is one of the most widely used applications and innovative banking services in the past decade. However, the adoption rate of m-banking in developing countries is low and still has potential for growth. We explored factors and value perceptions of clients toward the use of m-banking applications. A conceptual model is presented using the Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT). The tested variables are Perceived Usefulness, Perceived Ease of Use, Social Integrative, Personal Integrative and Hedonic Benefits. 278 valid survey responses were collected from Iranian and Turkish clients. Multiple regression analysis indicated that Perceived Usefulness and Social Integrative Benefit are the key drivers in both Iran and Turkey, but Hedonic Benefit is only significant in Iran. The results contribute to literature by integrating UGT and TAM and to participate as it enables banks to better design services and to improve customer experience.

    Chapter Metrics:

    How to cite this chapter
    Bidar, R. 2018. Customer Value Perception toward Use of Mobile Banking Applications. In: Australasian Conference on Information Systems, (ed.), Australasian Conference on Information Systems 2018. Sydney: University of Technology Sydney ePress. DOI: https://doi.org/10.5130/acis2018.bm
    License

    This chapter distributed under the terms of the Creative Commons Attribution + Noncommercial + NoDerivatives 4.0 license. Copyright is retained by the author(s)

    Peer Review Information

    This book has been peer reviewed. See our Peer Review Policies for more information.

    Additional Information

    Published on Jan. 1, 2018

    DOI
    https://doi.org/10.5130/acis2018.bm


    comments powered by Disqus