FACTORS AFFECTING MOBILE BANKING ADOPTION BEHAVIOR IN MALAYSIA

Abstract

Mobile banking is a typical mobile financial service with great development potential. Therefore, it has received extensive attention from various related parties, and major financial institutions have vigorously promoted mobile banking. However, the survey shows that the development of mobile banking in the Malaysian university student market is still in the development stage and has not yet been truly popularized. University students do not have a clear understanding of mobile banking and are concerned about the security of mobile banking. Therefore, on the basis of previous studies, this thesis combines the characteristics of mobile banking to study the factors that affect the intention of use mobile banking.

On the basis of reviewing the research literature of mobile banking, this research conducted a questionnaire survey among university students, and analyzed the collected data using statistical software. The research results show that the Technology Acceptance Model is still applicable to mobile banking use behavior research in Malaysia; perceived convenience and perceived risks have a significant impact on intention of mobile banking. Customer trust plays a mediator in this.

The results of this study provide a scientific basis for the further development of mobile banking. Through this research, it can be found that the expansion of mobile banking business should strengthen technological innovation, enrich the range of functions of mobile banking, reduce the risks, and improve user experience. Banks and mobile operators should strengthen cooperation to build a safe mobile banking operating system platform, improve service quality, and provide customers with better financial business support.