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Market Research project at SPJAIN Centre of Management.
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A STUDY ON FACTORS INFLUENCING ADOPTION OF MOBILE BANKING IN
SINGAPORE
The Researchers - Group 15
Devkant Shacksaria
A.V. Nagarjun
Parul Oberai
AgendaIntroductionResearch ModelData CollectionAnalysisImplicationsLimitations & Future Research
Interesting Statistics
200 m to 1.1 b
Global M-
banking
users
5 billion Mobil
e phone users
Singapore Statistics 2011March April May June
Mobile populationpenetration rate
145.5%
146.1%
147.1%
148.5%
W/l broadband penetration rate
136.4%
138.3%
140.2%
142.4%
Source: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobilemoneyhttp://www.ida.gov.sg/Publications/20110209152802.aspx
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
20
40
60
80
100
120
140
160151.8
123.3116.0
DevelopedWorldDeveloping
Per 1
00 in
habi
tant
s
The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.htmlSource: ITU World Telecommunication /ICT Indicators database
Mobile cellular subscriptions per 100 inhabitants, 2000-2010
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150
10
20
30
40
50
60
70
80
90
10092.2
53.144.0
Internet users per 100 inhabitants, 2000-2010
DevelopedWorldDeveloping
Per 1
00 in
habi
tant
s
The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.htmlSource: ITU World Telecommunication /ICT Indicators database
Challenges• Handset Operability• Security• Scalability and Reliability• Application Distribution• Personalization
Benefits• Reduces operating cost• Saves time• Reduces Risk• Generates additional
revenue• Customer retention• Growth for service
providers
Name of the Research Paper
Place
Factors Considered
FrameworkRA
CX
CM
OB
TR
PR
SE
PFC
PU
PE
PC
FC
AL
IRPSC
CS
INPB
DM
SU
DB
SN
LI
Predicting consumer
intention to use mobile service.
Taiwan X X X X XExtended
TAM
M-banking in metropolitan
Bangkok and a comparison with other countries.
Bangkok X X X X X X X XExtended
TAM
Toward an understanding of the behavioural intention to use mobile banking
Taiwan X X X X XExtended
TAM
Factors affecting the adoption of
mobile commerce in Singapore
Singapore X X X X X TAM
The moderating effect of gender in
the adoption of mobile banking
Singapore X X X X X TAM
A study on Factors
influencing Adoption of
Mobile banking in Singapore
Singapore X X X X XExtended
TAM
Adopted Framework
Behavioural Intention
Perceived
Usefulness
Perceived Ease of Use
Perceived
Credibility Self
Efficacy
Perceived
Financial Cost
Technology Adoption
Model (TAM)
Theory of Planned
Behaviour (TPB)
Extended TAM
Perceived Usefulness
Degree to which a person believes that using mobile banking would enhance his
job performance.
H1: Perceived Usefulness has positive effect on the behavioural intention to
adopt mobile banking.
Perceived Ease of Use
The degree to which a person believes that using a particular system would be free from effort.
H2: Perceived ease of use has the positive effect on the behavioural intention to adopt mobile
banking.
Perceived Credibility
The extent to which a person believes that using mobile banking will be free of
security and privacy threats.
H3: Perceived Credibility has the positive effect on the behavioural intention to
adopt mobile banking.
Self Efficacy
The judgement of one’s ability to use mobile service.
H4: Self efficacy has the positive effect on the behavioural intention to adopt mobile
banking.
Perceived Financial cost
The extent to which a person believes that he has the financial resources needed to
use mobile banking.
H5: Perceived financial cost has the negative effect on the behavioural intention
to adopt mobile banking.
Likert scale
165 RESULTS
Online survey
Pilot studyTotal 18
questions
Female32%
Male68%
Gender
68% MALE 32% FEMALE
18 - 25 25 - 35 35 - 50 Above 50
020406080
100120
Age group
Descriptive Statistics
80% < 35yrs & 20% > 35 yrs
M – Banking Usage
14%
21%
41%
25%
Very Often
Often
At times
RarelyA/c Balance
Investment management
Bill Payments
Notifications
0 50 100 150
Overall Analysis
Behavioural Intention
Perceived Usefulness(p – 0.000)
Perceived Ease of Use
(p – 0.0804)
Perceived Credibility
(p - 0.0453) Self Efficacy
(p – 0.0158)
Perceived Financial
Cost(p –
0.1152)
Analysis for Adopters of M-Banking
Behavioural Intention
Perceived Usefulnes
s(p –
0.000)
Perceived Ease of
Use(p –
0.0066)
Analysis for Non-Adopters of M-Banking
Behavioural Intention
Perceived Usefulness(p – 0.000)
Self Efficacy
(p – 0.0332)
Implications for Overall Group
Behavioral Intention
Perceived usefulness
Self Efficacy
Perceived Ease of Use
Perceived Credibility
Trust Factor, Simple
Traceability System, Handset
Manufacturers & Banks Should
Collaborate
Implications for Adopters
Behavioral Intention
Perceived Usefulness
Perceived Ease of Use
Speed, SMS Banking,
Accessibility, Band Width
Bigger Screen size, Easy
texting Mechanism, Convenient
Keypad, Handset Makers &
Banks should collaborate
Implications for Non-Adopters
Behavioral Intention
Perceived usefulness
Self Efficacy
Speed, SMS Banking,
Accessibility, Band Width
Initiate Awareness
camps, More advertisemen
ts,
Limitations & Future ResearchContemporary FrameworkInter-relation between FactorsRe-validate at Regular Intervals
THANK YOU…
Multiple Regression results
Regression Analysis of all respondents
Hypothesis Independent variable r-path coefficient t-value p-value
H1 Perceived Usefulness 0.6291 8.7668 0
H2 Perceived Ease of use 0.1497 1.7599 0.0804
H3 Perceived Credibility 0.1879 2.0181 0.0453
H4 Self-Efficacy 0.1788 2.4385 0.0158
H5 Perceived Financial cost 0.1 1.5841 0.1152
Regression analysis for mobile banking users
Hypothesis Independent variable r-path coefficient t-value p-value
H1 Perceived Usefulness 0.6205 2.7835 0
H2 Perceived Ease of use 0.2835 7.045 0.0066
H3 Perceived Credibility 0.1755 1.5468 0.1254
H4 Self-Efficacy 0.1075 1.0707 0.2872
H5 Perceived Financial cost 0.0598 0.6948 0.4889
Regression analysis for non-mobile banking users
Hypothesis Independent variable r-path
coefficient
t-value p-value
H1 Perceived Usefulness 0.6330 4.8856 0.0000
H2 Perceived Ease of use -0.1058 -0.7341 0.4656
H3 Perceived Credibility 0.2064 1.3458 0.1832
H4 Self-Efficacy 0.2375 2.1769 0.0332
H5 Perceived Financial cost 0.1013 1.0900 0.2799
T-test resultsIndependent Samples Test
Levene's Test for Equality of Variances t-test for Equality of Means
F Sig. TSig. (2-tailed)
Mean Difference
PFC Equal variances assumed
0.733 0.393
0.765 -0.03829-0.299
PU Equal variances assumed
0.401 0.528
0.217 -0.13358-1.238
PE Equal variances assumed
0.057 0.812
0.051 -0.17527
-1.966SE Equal variances
assumed0.009 0.926
0.368 -0.10764-0.903
PC Equal variances assumed
0.321 0.572
0.168 -0.11113-1.385
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