Understanding Consumers’ Mobile Banking Adoption in Germany An Integrated Technology Readiness and Acceptance Model (TRAM) Perspective

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Roshan Khadka
Phanasan Kohsuwan


Today, more than a billion of the world’s population have access to mobile banking (KPMG, 2015). While people are embracing mobile banking services in their daily lives, the investigation of mobile banking from a behavioral perspective is a mystifying topic for research study. The purpose of this study is to propose and examine an integrated theoretical model to better understand consumer behavior regarding mobile banking adoption in Germany. This study integrates the multidimensional psychographic constructs of Technology Readiness Index (TRI) and the Technology Acceptance Model (TAM) with consequent consumer satisfaction and loyalty to provide a robust integrated framework of mobile banking adoption processes. Confirmatory factor analysis and structural equation modeling were employed to meticulously test the validation of constructs and their interrelationship with each other. The findings reveal that the Technology Readiness and Acceptance Model (TRAM) variables have a significant influence on adoption of mobile banking technology in Germany. The study concludes with a discussion on practical implications of the research across similar service providers, and suggests further research to improve their marketing and servicing strategies.


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