Abstract:
Mobile banking services enable customers to conveniently patronage financial services through smart mobile devices.
Present research analyses the effect of subjective norms and security
aspects on mobile banking acceptance. University students who use
mobile banking services have been considered for sample selection.
Finally, completed 287 self-administered questionnaires were utilized for the data analysis process. Technology Acceptance Model
has been adapted by means of incorporating the subjective norms
variable and security of e-services variable. ANOVA, ANCOVA
as well as Hierarchical Linear Model (HLM) were considered in
analyzing data. Formulated hypotheses of the study were supported
by the results. Cross-sectional nature and restrains on sample selection were recognized as limitations. Findings would be beneficial
for banks, mobile banking service providers/application developers,
regulators and related stakeholders, alike. Contextual application of
HLM analysis, incorporation of associated models, contribute to
originality. In quest of knowledge in wide-ranging country, cultural
and societal settings, future researches may integrate relevant theoretical models and diverse perspectives.
