Academic journal article International Review of Management and Business Research

Adaptation of the Technology Acceptance Model (TAM) to the Use of Mobile Banking Services

Academic journal article International Review of Management and Business Research

Adaptation of the Technology Acceptance Model (TAM) to the Use of Mobile Banking Services

Article excerpt

Introduction

Nowadays the world is experiencing a significant acceleration in the emergence and development of new technologies in various fields, especially in the products and services industry. This technology lias played an active and important role in the development of the characteristics of the products and the services. These products are offered with a variety of new characteristics for customers, which required customers possessing the skill, experience and willingness to accept and use these products. In addition to that, the process of accepting new technologies by the consumers is facing problems and there is a behavioral tendency to resist changing among individuals, which stands in the way of the acceptance of the use of new technology. The Technology Acceptance Model (TAM) by Davis in 1986 is one of the models that attempted to address the process of acceptance of the technology and the uses by consumers. Tliis model includes five factors: perceived ease of use, perceived usefulness, behavioral intention, attitudes and actual usage. Many attempts to adapt the TAM in various fields were found in literature, such as: Gelik & Yilmaz (2001), Nokoo et al., (2013), Chau & Lai (2003), Dillon & Morris (1997) and Venkatest (2000). On the other side, adaptation of the TAM to the mobile banking services is found to gain an increasing importance lately, as can be found in the published research of Alsamydai et al., (2014), Rommile & Nel, (2012), Chung & Kwon (2009), Clark (2008) and Laforet & Li (2005), where other researchers have focused on mobile banking services, but without adjustment of the acceptance technology model (TAM) in the acceptance of the use of these services. The current study is trying to adapt the technology acceptance model (TAM) to the use of mobile banking services, where such modern technology is still used by a specific type of customers in Jordan. The adaptation of the TAM model will be made by the addition of two factors: the quality factors, which includes three type of quality: the quality of information, the quality of services and the quality of the system; the other factor that lias been added is the experience. In tliis study instead of the original TAM model, which consists of five dimensions of the original TAM model, a seven dimensional TAM model is applied in tliis study, which also considers the nature of the banking business, especially mobile banking services in Jordan. Tliis study aims to find out the impact of each of the six dimensions on the seventh dimension (the use of mobile banking services), as well as knowing the nature of the correlation between them and aims to identify which one of the dimensions has more correlation and a positive relationship with the use of mobile banking services. The knowledge provided by tliis study, will help in building a clear strategy to accept the use of mobile banking services, as well as laying the groundwork for the future studies of tliis important topic.

Research Questions

There are some studies that found in literature about the applications of the technology acceptance model in different areas, suchas: coimnerce, shopping, online purchase, e-vender by consumers, or by on the web. It is found that there is limited study applying the TAM in the field of mobile banking services in the Jordanian banking sector. Tliis study will try to answer the following questions:

-Can tliis model be adapted to accept the use of technology in the field of mobile banking services as tliis type of banks are new in the Jordanian banking sector?

- Is it possible to adapt the original technology acceptance model by Davis (1989) with some additions and adaptations provided by some researchers, such as Nunkooet al (2013) and Eray et al., (2001).

- Is it possible to formulate a model, which is consistent with the nature of the Jordanian customer, the Jordanian banking sector and the work of Jordanian mobile banking? …

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