Determinants affecting mobile banking adoption by generation Y based on the Unified Theory of Acceptance and Use of Technology Model modified by the Technology Acceptance Model concept

Main Article Content

Waranpong Boonsiritomachai Krittipat Pitchayadejanant

Abstract

This study was undertaken to explore the determinants affecting behavioral intention to adopt mobile banking among generation Y. Based on the theoretical model incorporating the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM), in this study, a revised and extended model was proposed in order to better explain mobile banking adoption. Moreover, the aim was to determine the mediating effect of hedonic motivation on independent mobile banking adoption. The proposed model was empirically tested using survey data provided by 480 respondents and was further analyzed using a structural Equation model (SEM). The analysis results indicated that the revised model had a good fit in the context of mobile banking adoption by generation Y. In addition, hedonic motivation of mobile banking users was identified as the most important factor motivating customers to adopt mobile banking, whereas mobile banking system security had a negative relationship with hedonic motivation. The results can be used by banking institutions to develop strategies and to improve their services in order to increase the adoption of mobile banking among generation Y.

Downloads

Download data is not yet available.

Article Details

How to Cite
BOONSIRITOMACHAI, Waranpong; PITCHAYADEJANANT, Krittipat. Determinants affecting mobile banking adoption by generation Y based on the Unified Theory of Acceptance and Use of Technology Model modified by the Technology Acceptance Model concept. Kasetsart Journal of Social Sciences, [S.l.], v. 40, n. 2, p. 349–358, aug. 2019. ISSN 2452-3151. Available at: <http://kuojs.lib.ku.ac.th/index.php/kjss/article/view/2846>. Date accessed: 22 nov. 2019.
Section
Research articles