Consumers Intention to Use Mobile Banking Applications as a Marketing Tool, An

Abstract

Electronic commerce (e-commerce) has a significant impact on the global business environment. Mobile banking has emerged as a vital distribution channel and there is extensive research into its adoption. Mobile banking has rightly gained popularity in recent years. This is because with the increasing use of smartphones and other mobile devices, mobile banking offers people a practical way to deal with their money. Mobile banking users can access their accounts anytime and anywhere. In this study, the Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM) are integrated with Trust Propensity to identify the factors affecting bank customers' intention to use mobile banking applications. The study was conducted with 393 participants through simple random sampling using an online survey. Structural equation modeling (SEM) technique was used to determine the effect of the research variables on mobile banking adoption intention. In order to motivate customers to use mobile banking services, banks need to know the drivers of customers' intentions to use mobile banking. The results of this study also revealed the changes in consumer behaviour towards mobile banking applications caused by changing consumption habits during the pandemic period. The study provides practitioners with information on the drivers of banking customers' intention to use mobile banking applications. The research results provide important insights into the key characteristics of m-banking that can help banks and application providers to improve their mobile banking products. The primary significance of this research for the banking sector is that banks ought to prioritise M-banking practices and highlight their benefits in their marketing campaigns. To summarise based on the research results, as m-banking becomes more widespread, banks should ensure that their applications are accessible, user-friendly and secure for all customers. They can create short training videos to show their customers how to get started with online banking and how to perform basic functions. Banks can promote m-banking application by creating informative posts and advertisements that showcase its capabilities and benefits.