Mobile banking: Proposition of an integrated adoption intention framework

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268
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Artigo
Data
2010-07-27
Autores
PUSCHEL, J.
MAZZON, J. A.
Jose Mauro Hernandez
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Periódico
International Journal of Bank Marketing
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PUSCHEL, J.; MAZZON, J. A.; HERNANDEZ, J. M. Mobile banking: Proposition of an integrated adoption intention framework. International Journal of Bank Marketing, v. 28, n. 5, p. 389-409, Jul. 2010.
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Purpose: This paper's objective is to propose an integrated framework to investigate the adoption intention of mobile banking technology and to test it in the Brazilian context. Design/methodology/approach: A total of 666 respondents from the most economically developed cities in Brazil were surveyed. The sample comprised 333 mobile banking users and 333 mobile banking non-users. Partial least squares was used to analyze the proposed framework's construct relations. Findings: The framework offers an integrated view, taking into account more predictors than other studies on the adoption of innovations. For non-users, the framework was able to explain approximately 69 percent of the dependent variable (intention to adopt mobile banking) variation, which is a figure higher than those obtained in previous studies. However, for current users of mobile banking, only 27 percent of the dependent variable variation was explained by the framework. It was also observed that the predictors' influence over the criterion variable was different for each group of mobile banking users and non-users. Originality/value: The findings suggest that the proposed integrated framework offers a deeper understanding of the variables that influence the adoption of mobile banking. © Emerald Group Publishing Limited.

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