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Factors Influencing Intention to Reuse Mobile Banking Services for the Private Banking Sector in Myanmar |
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| รหัสดีโอไอ | |
| Creator | Phyo Min Tun |
| Title | Factors Influencing Intention to Reuse Mobile Banking Services for the Private Banking Sector in Myanmar |
| Publisher | Stamford International University Thailand |
| Publication Year | 2563 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 63 - 78 |
| Keyword | Mobile Banking, Private Bank, Financial Product, Reuse. |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | This research paper aims to identify the key factors influencing the intention to reuse mobile banking (MB) services in Myanmar. It focuses on customers of private banks as their continuous use of MB services has been a critical goal for those banks to achieve. The research model on which this study relies is an integrated model that incorporates six factors, namely, social influence, word-of-mouth (WOM), trust, system quality, user satisfaction, and perceived efficacy, and assesses their degree of influence on customer behavior with regard to MB. This study innovates in that the trio factors of social influence, word-of-mouth, and user satisfaction are used in the MB context for the first time in this context. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses. The analysis of the survey data collected from 275 MB users of private banks in Myanmar indicate that customer intention to reuse mobile banking services is significantly influenced by social influence, user satisfaction and perceived efficacy. The effects of WOM, trust and system quality on reuse of mobile banking, however, were found to be insignificant. These findings are in keeping with the prior literature on these issues. |
