Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Mobile Banking Service in Mongolia: The Role of Online Convenience on the Acceptance and Use Behavior

  • Ivanova, Aisena (School of Management, Mongolia International University) ;
  • Noh, Grimm (Endicott College of International Studies, Woosong University)
  • Received : 2022.06.19
  • Accepted : 2022.07.07
  • Published : 2022.07.31
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Abstract

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post-possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of mobile banking technologies. Through practical and theoretical implications, this research aims to assist mobile banking service channels of local and international banks in Mongolia. Identifying which online convenience dimensions impact the adoption and use of mobile banking will contribute to the adoption of competitive strategies for financial institutions and banks.

Keywords

References

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