The adoption of mobile banking among young consumers in Germany (Paperback)

Mobile phones have become one of the most popular technological innovations with a penetration rate in Europe higher than 100%. Consumers can now conduct their banking transactions via mobile phones. However, although mobile banking services are widely available, research suggests that young consumers in Germany may not adopt these services. Thus, there is a need to better understand the acceptance of mobile banking from their perspective. Based on the technology acceptance model (TAM) and innovation diffusion theory (IDT), this dissertation develops and tests an integrated model for predicting consumers' intention to adopt mobile banking. Data was collected from 155 consumers aged between 18 and 35 in Germany. In general, males, people who use smart phones, those who have already used mobile services, and those who are already online banking users, exhibited a more positive intention to use mobile banking than others.

General

Imprint:	VDM Verlag
Country of origin:	Germany
Release date:	December 2010
First published:	December 2010
Authors:	Alexander Moll
Dimensions:	229 x 152 x 7mm (L x W x T)
Format:	Paperback - Trade
Pages:	120
ISBN-13:	978-3-639-31884-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-639-31884-6
Barcode:	9783639318845

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