Impact of behavioral factors of urban consumers on mobile banking adoption in select areas of Mumbai and kolkata

Abstract

newlineMobile Banking represents a huge opportunity for banking institutions to cut costs, increase efficiency and expand their customer bases. It is available in some form or the other from last 10 yrs. But the recent boom in smartphone sector changed it to a very vital tool. The smart phones have touch screen and conducts all the computer functions. newline Literature Studie -Kin Leong Tang et al,2021 in the research paper emphasized that usage, performance expected, and effort are factors which impact customers intention of mobile payment. Thi Thu Huyen Trinh et al 2020 in their research paper The factors affecting mobile banking adoption in Vietnam studied people using mobile banking in commercial bank branches in various north, middle and southern region part of Vietnam. Elizabeth Payne et al in, 2018 along with 208 digital natives as the researcher called them examined the differential effects of technological and non- technological factors on the perception of adoption of AI enabled mobile banking. Prashant Kr.Chopdar et al, 2018 in the article suggests that mobile shopping apps and e commerce is the emerging area which brings enough challenge to the retailers and app developers. The study uses (UTAUT) unified theory ofacceptance and use of technology and two variables have been added into the theory. Ashish Kumar et al 2020 in his research paper studied, trust has the maximum impact on behavior. Users supported technology when it is easy to use. The survey was conducted with sample of 203 in Delhi and NCR region and responses were taken from banking individuals who use mobile phones but not for banking transactions.Amit Shankar and Bikramjit Rishi in 2020, explored how convenience would impact mobile banking and its intention to adopt. 432 banking users were analyzed which explained that transaction convenience and access convenience leads to usage and adoption of mobile banking services. Shanmugapriya 2018 in the doctoral thesis examined that bank should use such technology .