An empirical examination of behavioral intention to mobile Internet ...

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However, the empirical evidence from past research tends to support the viewthat mobile Internet banking reduces service costs for banks and adds value tocustomers by supporting their mobile lifestyle and it is believed to have thepotential to expand significantly in the future despite its relatively slow usage ratecompared with Internet banking users (e.g. Chung & Kwon, 2009; Cruz et al.,2009). Others, as Gu et al. (2009) argued that the trend of mobile bankingindicates a remarkable potential to banking industry and banks have theopportunity to convert cell phone users into banking users.In summary, m-banking has changed the business of retail banks significantly interms of cost reduction and increased convenience for the customers, despite itsinternational adoption rates are still low and many banks try to market it to mobileusers. Therefore, identifying and examining the factors contribute to customer’sintention to use m-banking considered a fundamental requisite for developing thistype of service (e. g. Lin, 2011; Zhou et al., 2010; Luo et al., 2010; Yu & Fang,2009; Petrova & Ya, 2010).2. Research Problem, Objectives and Plan:Despite the progress of research in e-commerce Literature most of the existingprevious works about Internet banking in general and mobile Internet bankingparticularly have focused on developed countries, with a greater predispositiontoward the Internet, and mainly examined customers’ intention from trustperspective, while the worldwide growth of mobile commerce has shown theneed to extend this research to other unstudied developing countries withdifferent cultures and from different perspectives (e.g. Hernandez et al., 2010;Petrova & Yu, 2010; Lee & Chang, 2009; Krauter & Faullant, 2010; Zhou et al.,2010). In addition, our preliminary study revealed that the mobile Internet bankingremains largely unnoticed by a retail banking customers of Egypt.This relatively inadequate coverage poses problems for developing countriesbecause limitations in this area mean difficulties for their banks to properly planand successfully deliver mobile banking service. Thus, the current paper is onemore attempt to fill these gapes in the current body of literature, specifically in thedeveloping countries context, by examining and validating empirically the criticalfactors that affect customer’s behavioral intention to use mobile Internet banking.Specifically, the present investigation adds to literature through achieving thefollowing objectives: (1) identify the potential critical factors that have the mostsignificant influence on customer’s intention to use mobile Internet banking, forenhancing banking B2C mobile commerce applications, (2) determine therelative importance of each of these factors for retaining and attracting mobileusers, (3) develop and validate a mathematical model, that can systematicallypredict the probability of mobile Internet banking usage in the B2C e-commercemarket of Egypt as an example of developing country based on empiricalevidences.2
With these objectives in view, the current paper has been organized as follows:the literature and relevant studies were reviewed and analyzed. Then a researchmodel was proposed and hypotheses were formulated to be tested in the study.This was followed by an explanation of the procedures used to obtain data,measurement, and validation processes, as well as the testing of the hypothesesstated. Finally, based on our findings a series of conclusions with managerialimplications and final thoughts that emphasize the great interest in the topicunder analysis were presented; and then certain limitations and future lines ofresearch with regard to this issue were highlighted.3. Literature Review:Relevant literature and past research were extensively reviewed and integratedsequentially, including a wide range of recently published works, in order todevelop more effectively the study’s hypotheses and the research model. Thisextensive revision, which provided the conceptual foundation for our study,revealed some critical factors that have a significant impact on customers’behavioral Intention to use m-banking. In order to expand the research scope,the current paper has operationalized to major dimensions, to be simultaneouslyexamined.The first dimension included the perceptional factors that relatively under abank’s control and may affect either positively or negatively the customers’intention to use m-banking such as the customer’s perceived trust of the bank asan e-service vendor, perceived usefulness of mobile Internet applications andperceived ease of use, as positive factors, and perceived security risk of m-commerce transactions as a negative factor (see Gu at el., 2009; Chung & Kwon,2009; Yu & Fang, 2009; Shah et al., 2009; Luo et al., 2010). In e-commercecontext, perceived trust is defined as a belief the vendors are willing to behavebased on an individual’s expectation (e.g. Gu at al., 2009).The second dimension included the personal factors that are not under thecontrol of the bank, so they are viewed by many bank practitioners as potentialbarriers to m-banking usage by customers. These factors have been described inprevious studies as the educational level, income; age and mobile Internetexperience (e.g. Proenca & Rodrigues, 2011; Luo et al., 2010; Winley, 2011).In contrast to previous works, the current study extended the research scope bycombining the most critical factors identified in literature and developed anempirically-based model including these factors, which have never beenintegrated into one framework, to examination simultaneously for validation andrelationship.3
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