Mobile banking and consumer behaviour: New insights into the diffusion pattern
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Mari Suoranta is an acting assistant professor of marketing and a PhD candidate at the University of Jyvaskyla, Finland. Her current research interests include electronic service delivery channels, mobile services’ diffusion and e-customer behaviour and she has participated in research projects in these areas.
Minna Mattila is a professor of marketing and Docent in Electronic Business at the University of Jyvaskyla, Finland, specialising in ecustomer behaviour. Prior to her current position, she led a software business programme and taught in Europe and the USA. She has been involved in several large research projects focusing on e-banking, electronic retail shopping and mobile business. She also consults for Finnish banks, which are among the world leaders in the area of e-banking. Her work has been published in several international journals and conference proceedings.
Abstract Technological advancement has challenged the providers of financial services; the very nature of selling and buying financial services has changed. Mobile devices are among the newest channels to conduct banking electronically. This paper focuses on studying diffusion and adopters of mobile banking services. Previous research has identified the typical characteristics of a potential adopter in the electronic services era; this paper explores some contradictory empirical findings drawn from a mobile banking survey. The results provide an indication of the characteristics of potential subsequent adopters of mobile banking, and of differences between user segments. Consequently, the authors are able to comment on the influence of certain demographic characteristics and the preferred communication mode of customers on the adoption and future usage of mobile banking services. The quantitative survey that sheds more light on this researched issue employed a traditional method of postal questionnaire. The data were collected in Finland during May–July 2002 and include 1,253 survey responses. Keywords
Innovation diffusion, mobile banking, demographics, communication
INTRODUCTION
Minna Mattila University of Jyvaskyla, School of Business and Economics, P.O. Box 35 (MaE), 40014 University of Jyvaskyla, Finland Tel: +358 40 5085552; Fax: +358 14 2602968; e-mail: [email protected].fi; [email protected].fi
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Today’s banking takes place increasingly online, financial institutions deliver their services via various electronic channels and the importance of a traditional branch network has declined. The newly emerged channels and rapidly increasing penetration rates of mobile phones are the motivators of this study. Technology has become an increasingly vital element in the competitive landscape of the financial
Journal of Financial Services Marketing
Vol. 8, 4 354–366
service industry. The recent developments have created a totally new service concept and service environment.1 Technology has changed the very nature of selling and buying financial services. Innovations in telecommunications have led to the use of mobile devices in banking services. Mobile bankin
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