A study of tam model in the usage of mobile banking services
Dr. Ashoka ML, Ramaprabha D
India is attaining a high rate of mobile banking adoption contributing towards the growth in the economy. Low cost driven Mobile banking channel will bring huge cost saving for the banking activities. Today, Banks and non-banks started to render financial services through mobile. This would in turn towards branchless mode of financial service leading to a greener society. However there is a risk of fraud and privacy issues which need a regulatory concern and also huge requirement of investment in the banking infrastructure. Trust is the most important concern in digital/mobile banking. Hence a study is made in Karnataka with sample size of 300 with a response rate of 40%. Descriptive study was made to understand the relevance of various factors that influence or hinder the banking business through mobile. In this context, similar studies are reviewed to know the important variables of mobile banking adoption. TAM model is the most popular one in the study of technology based banking with perceived use and perceived ease of use variables. In the present study, TAM model was further extended with variables such as perceived cost, perceived risk, security and trust to get a better insight about the various influences in the usage of mobile banking. Reliability of the study was also measured. Perceived risk has shown negative influence in the usage of mobile banking. All other factors influence in the adoption of m-banking. It is implicated to adopt the cost effective channel with increased level of protection to users of mobile banking. Region do not have a significant influence on various factors in the adoption of m-banking.