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Effect of Mobile Devices on the Use Intention and Use of Mobile Banking Service in Myanmar

미얀마에서의 모바일기기 특성이 모바일 뱅킹 서비스 사용의도와 실제 사용에 미치는 영향 연구

  • Myo, Salai Thar Kei (Ministry of Communications and Information Technology, Myanmar) ;
  • Hwang, Gee-Hyun (Graduate School of Information Science, Soongsil University)
  • ;
  • 황기현 (숭실대학교 정보과학대학원)
  • Received : 2017.04.18
  • Accepted : 2017.06.20
  • Published : 2017.06.28

Abstract

Most banks in Myanmar have begun to provide their services via mobile phones. However, few studies investigated the factors that may help to set mobile services from a customer perspective. So, this study aims to propose and test a conceptual research model to predict the user's intention to use and actual use level of mobile banking service by combining UTAUT and DeLone-Mclean IS model. Data were collected from 206 citizens who had experienced mobile banking in various regions of Myanmar. The study found that performance expectancy, effort expectancy, information quality and service quality influence the user 's intention to adopt mobile banking services which directly affects the user's actual use of them. However, social influence, facilitating condition and system quality don't influence the user's intention. The study results contribute to meeting customer's needs and reducing customer risk in Myanmar's mobile banking industry, suggesting to seamlessly provide the necessary resources like technology improvements, organizational infrastructure and service centers. Another future study are required to include service's security and trust factors so that the service providers could gain their customers' reliability and trust.

Keywords

Mobile Banking services;Mobile communications;UTAUT-IS;User adoption;Myanmar

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