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http://dx.doi.org/10.14400/JDC.2017.15.6.71

Effect of Mobile Devices on the Use Intention and Use of Mobile Banking Service in Myanmar  

Myo, Salai Thar Kei (Ministry of Communications and Information Technology, Myanmar)
Hwang, Gee-Hyun (Graduate School of Information Science, Soongsil University)
Publication Information
Journal of Digital Convergence / v.15, no.6, 2017 , pp. 71-82 More about this Journal
Abstract
Most banks in Myanmar have begun to provide their services via mobile phones. However, few studies investigated the factors that may help to set mobile services from a customer perspective. So, this study aims to propose and test a conceptual research model to predict the user's intention to use and actual use level of mobile banking service by combining UTAUT and DeLone-Mclean IS model. Data were collected from 206 citizens who had experienced mobile banking in various regions of Myanmar. The study found that performance expectancy, effort expectancy, information quality and service quality influence the user 's intention to adopt mobile banking services which directly affects the user's actual use of them. However, social influence, facilitating condition and system quality don't influence the user's intention. The study results contribute to meeting customer's needs and reducing customer risk in Myanmar's mobile banking industry, suggesting to seamlessly provide the necessary resources like technology improvements, organizational infrastructure and service centers. Another future study are required to include service's security and trust factors so that the service providers could gain their customers' reliability and trust.
Keywords
Mobile Banking services; Mobile communications; UTAUT-IS; User adoption; Myanmar;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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