Factors Influencing Behavioral Intention to Use and Use Behavior of Mobile Banking in Myanmar Using a Model Based on Unified Acceptance Theory
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Abstract
In this study factors were explored that influenced behavioral intention and adoption of mobile banking by bank customers in Myanmar. The model used adapted factors from the extended Unified Theory of Acceptance and Use of Technology, along with perceived risk. A structured questionnaire was used to collect data using purposive sampling. Four hundred and six valid responses received from mobile banking customers were analyzed using a structural equation model. The results showed a positive and significant relationship between behavioral intention and performance expectancy, hedonic motivation, and habit. The effect of behavioral intention on use behavior was also significant, while the relationships between behavioral intention and effort expectancy, facilitating conditions, social influence, price value, and perceived risk were not significant. The results suggested applicable guidelines for banks to effectively implement and design mobile banking in Myanmar.
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