원문정보
초록
영어
This study investigates the contribution of customer knowledge to customer intention to adopt mobile banking by evaluating the interaction among knowledge, perceived risk and trust, and behavioral intentions. Analysis is conducted through structural equation modelling using SPSS and AMOS and data from 783 customers representing the seven largest banks in Vietnam. Our study is the first one to find the existence of the bidirectional perspective between objective and subjective knowledge. The study further shows that the attenuation effect in the heuristic-systematic model could be used to explain the stronger influence of objective knowledge on intention compered to subjective knowledge. Our findings suggest that customer knowledge, perceived risk and trust impact the intention of mobile banking users in different manners and to different degrees. Particularly, objective customer knowledge is the most influential predictor of mobile banking adoption. Having a greater understanding of these relationships can help firms in deciding the kind of intervention that is most likely to convince customers to adopt a service.
목차
1. Introduction
2. Literature Review
2.1 Heuristic–Systematic Model (HSM)
2.2 Objective Knowledge (OK) and Subjective Knowledge (SK)
3. Hypotheses Development
3.1 Objective Knowledge (OK) and Subjective Knowledge (SK)
3.2 Trust (TRU) and Risk (RIS)
3.3 Research Model
4. Research Methodology
4.1 Development of Measurement Instruments
4.2 Data Collection
5. Data Analysis and Result
5.1 Measurement Model Analysis
5.2 Structural Model
5.3 Direct, Indirect and Total Effects
5.4 Post-hoc Analysis (moderating roles of gender and usage experience)
6. Discussion
6.1 Subjective Knowledge (SK) and Objective Knowledge (OK)
6.2 Risk and Trust on Mobile Services
7. Implications
7.1 Theoretical Contribution
7.2 Practical Contribution
8. Conclusion
References