Research Article Open Access

Factors Affecting Mobile Banking Adoption Behavior in India

Abstract

Purpose: The purpose of this paper is to explore factors affecting mobile banking (m-banking) adoption behavior of Indian consumers. Furthermore, the purpose is to identify which factors have a major influence on adoption intention in context with m-banking. Design/methodology/approach: Data were collected through an online survey of mobile user respondents. A total of 248 utilizable cases were collected from m-banking users. Review of previous literature has been used to establish hypothesis, exploratory factor analysis and multiple regression analysis has been used to check the significant factors affecting adoption of m-banking in India. Findings: A total of eight factors has been identified which affect m-banking adoption behavior in India. Usefulness has been found to be making the most impact with reference to m-banking adoption. However, social influence is identified as least influential factor among all factors. Originality/value: The study provides a comprehensive understanding of the factors which affect m-banking adoption behavior of consumers in India which may help banks to understand consumer intention and make strategy accordingly to ensure financial inclusion.

AMIT SHANKAR, POOJA KUMARI

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