Toward a contagion-based model of mobile banking adoption

Purpose

The purpose of this paper is to address the following question: Can a bank capitalize on its well-established self-service technologies (SSTs) in order to entice customers to adopt a newly introduced SST, namely, mobile banking? More specifically, it proposes an integrative model that simultaneously investigates the transference effects of attitudes, trust and the contagious influences of social pressures on mobile banking adoption intentions.

Design/methodology/approach

Structural equation modeling is applied to data collected from banks’ clients who are actually non-users of mobile banking.

Findings

The results indicate that attitude toward and trust in mobile banking along with coercive, normative and mimetic pressures are key antecedents to mobile banking adoption intentions. In addition, attitudes toward automated teller machines (ATMs) and online banking significantly predict attitude toward mobile banking. The results also support the effects of trust in ATMs as well as trust in online banking on trust in mobile banking. Moreover, predicted differences in the relative effects of attitude and trust are supported. Particularly, attitude toward online banking has a stronger impact on attitude toward mobile banking compared to the impact of attitude toward ATMs. In the same vein, the effect of trust in online banking on mobile banking is significantly stronger than the effect of trust in ATMs.

Practical implications

The study’s results hint at some practical and worthwhile guidelines for banks that can be leveraged in communication campaigns aiming at boosting the adoption rates of mobile banking. Banks can take advantage of the transference effects of the established attitudes toward and trusting beliefs in their mature SSTs as well as the contagious social influences in inducing the adoption of a newly introduced SST.

Originality/value

The present study represents a first step toward generating new insights into the role of the joint effects of attitudes, trust and social influences in the adoption of a new SST.

Other Information

Published in: International Journal of Bank Marketing
License: https://creativecommons.org/licenses/by/4.0/
See article on publisher's website: https://dx.doi.org/10.1108/ijbm-05-2017-0096