Mobile banking adoption in Thailand : an integration of technology acceptance model and mobile service quality

Abstract

The purpose of this study is to investigate the factors that influence a consumer’s intentions to use mobile banking. A web-based survey was employed to collect data from 348 samples of all owners of a mobile device and have experienced with mobile banking applications provide by private banks in Thailand. The proposed model of mobile banking adoption in this study was based on the Technology Acceptance Model (TAM) and Mobile Service Quality (MSQ). Structural equation modeling (SEM) was used to analyze the data. The results revealed that support for the positive effect of perceived ease of use, perceived usefulness and mobile service quality toward mobile banking adoption intentions. Therefore, Banks should emphasize on strategies to enhance benefit perceptions of mobile banking by taking these factors into account. This study is also one of the first to examine a combined TAM and MSQ model in the context of m-banking adoption. Theoretical and practical implications of results are discussed in the paper.