Research Article Open Access

Physicians Behavioral Style Reshaping Mobile Banking Adoption

Abstract

Mobile banking provides convenient access to the banking services and mobility to health care professionals. Still, it faces many challenges in limited adoption which makes the mass usage uncertain. Behavior or personal characteristics of the individual play a vital role in the adoption of mobile banking. This research extends the existing work by integrating the TAM model with the behavioral characteristics i.e., assertive, passive and aggressive to the attitude formation towards the mobile banking. Data was collected from 300 physicians and the research model was tested by using Partial Least Squares multivariate technique. Assertive behaviors, perceived ease of use, perceived useful ness were the main predictors of attitude formation towards the behavioral intention to use mobile banking. Our study contributes to the growth of understanding the acceptance of the mobile banking in health care industry and will assist bank managers in implementing different strategy for different mobile banking users for delivering their financial services. Our study also provides direction for future research on mobile banking adoption by health care professionals in the light of their personal characteristics.

Manoranjan D, Snigdha S and Bhusan PB

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