Investigating the Role of Trust in Mobile Banking Acceptance
This study employed Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) to examine consumers’ acceptance of mobile banking. By using structural equation modeling to investigate a sample of 264 postgraduate students in Egypt, this study c
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Despite the recognition of the theory of reasoned action as the underlying theory for technology acceptance and trust, previous research integrated the two theory differently and have omitted crucial variables from their proposed model and have hypothesized different relationships among the variables under study, for more detail please see Benamati et al. (2010). In an attempt to provide a clear view and understanding of the nomological relationships associated with the cognitive variables (both beliefs and attitudes) that precede the use and acceptance of website, Benamati et al. (2010) argue for the re-inclusion of belief and attitude constructs related to technology acceptance and trust research streams, and recommended that these constructs should be clearly conceptualized and operationalized as they are critical for understanding relationships in such models. The purpose of this paper is twofold. Given that the intention of buying mobile banking is the most significant issue to the success of mobile banking market (Yang et al. 2011), the purpose of this research is to identify factors that influence customers’ intention to use mobile banking. Moreover, the intention of a consumer to accept new technology is complex and involves many variables. As previous scholars mentioned, technology acceptance model (TAM) (Davis1989) is widely acknowledged as a robust model in predicting and understanding the behavior of consumers toward adoption of technology because of its parsimony and explanatory power (Calantone and Griffith 2006; Venkatesh et al. 2003). The purpose of this research is to identify determinants of initial trust building in mobile banking. This purpose is achieved by developing and testing a conceptual model that integrates technology based model -TAM- and trust which are deemed as complementing each other and provides an opportunity to better understand consumers’ acceptance and use of mobile banking. The paper is organized as follows. Theoretical background and hypotheses development are presented. Following this, conceptual model is proposed and tested using survey data collected from postgraduate students in an Egyptian University. Conclusion and managerial implication are discussed and future research directions are presented to suggest path for academic investigations. THEORETICAL FRAMEWORK AND HYPOTHESES DEVELOPMENT Theory of reasoned action (TRA) (Ajzen and Fishbein 1980) explains how beliefs, attitudes, and behavioral intentions influence an individual’s actual behavior. TRA theorizes that the primary determinant of a person’s actual behavior is his or her behavioral intention to carry out that behavior. Behavioral intentions, in turn, are developed by the person’s attitude toward the behavior. Finally, attitudes are derived by the person’s beliefs about the behavior. The current research combined TAM and TRA models by including attitude constructs which were usually omitted from either model. TAM studies frequently omitted technology attitude construct from their proposed model. In addition, tr
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