MOBILE BANKING
Transcript: Theoretical Framework RECOMMENDATION Advertisement story board : 24 hours with Mobile Banking Mobile banking is the only way. "Perceived usefulness" In early marketing usage, convenience denoted the time and effort consumers used in purchasing a product rather than a characteristic or attribute of a product. Convenience, control and efficiency are thought to be the main drivers for customers to bank online. This research studies for the activity of mobile banking. Volume of transaction on Mobile Banking in Thailand (Thousand) 12.00 Perceived Convenience Supportive Behavioral Theories and Models - Thai people did not perceive time as limited resource - Recommended to promote by using the concept of convenience: Anytime, Anywhere 24.00 Saturday, March 14, 2015 The theory states that attitude toward behavior, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions and behaviors. Introduction Statement of problem MABE Part time 13 Scenario : Successful and well known businessman take his customer to play golf. Promoting Confidentiality: ensure that transaction cannot be viewed by unauthorized persons to build trust Promoting Bank Guarantee: make sure that customer get the money back if the system itself has problem Paying Attention to the Risk: Reducing consumer’s perception of system and privacy risk Enhancing Customer Service: building satisfaction that lead to long-term trust Allowing Advertising Presenters regardless of Occupation and Social Status: expansion of consumer base Perceived usefulness LAST SCENE : EVERYBODY COME TO SAY GODD THING ABOUT MOBILE BANKING Method of measurement and Evaluation He should have left the party early to go to any service counters to pay his bill. But mobile banking help him to pay so that they have fun at the party. Perceived Usefulness and Convenient Value of transaction on Mobile Banking in Thailand (Billion baht) During he play golf, his stock broker call and tell him about potential investment. He is curious to invest but his portfolio doesn't have available fund. So Mobile banking help him just in time. "Usefulness and Trust" (This business man should famous and reliable enough to convince people about trustworthiness of the bank) Strategic Marketing 6.00 Scope of study One of elderly in this group raise the topic about extra mobile banking interest rate and how to use application. In ads, it must show that the application is very easy to use and the best part is by using mobile banking elderly doesn't have to travel to bank so it might be motivated this group of customer. "Ease of use + Convenient + Incentive motivation" TAM model is focused on the attitudinal of intention to use a specific technology or service. Only two variables of TAM model, Perceived Usefulness and Perceived Ease of Use are being discussed in this research. Underlying the theory of SCT & TPB Social influence has positive effect toward behavioral intention to use mobile banking source : https://www.pinterest.com/PopeyesView/infographic/ 12.00 Focus More on Corporate Client Theory of Planned Behavior (TPB) Incentive Motivation Perceived Security in a technical sense - security is defined to be a technical and system-related issue, consumers’ concerns about the privacy and security of mobile payments are commonly related to authentication and confidentiality issues as well as to concerns about secondary use and unauthorized access to payments and user data To gather the keys motivation factors affecting mobile banking acceptance, both on adoption side and barrier side, and to explore the effects of those factors, to guide banks and financial firms to attract more customers. The Great Potential Scenario : Office girl buy some dresses from FB during office times Underlying the theory of SCT The self-efficacy is treated individual belief about his /her ability to use Internet Banking on his own mobile device. self- efficacy is an important belief influencing on an adoption and use of technology such as internet banking (Guriting & Ndubisi, 2006) Methodology Behavioral Intention to Use towards Mobile Banking in Thailand Theory of Social Cognitive Theory (SCT) The element of Technology Acceptance Model (TAM) to perceived ease of use defined as how clear and understandable interaction with the system is, ease of getting the system to do what is required, mental effort required to interact with the system, and ease of use of the system. Source : Source: Source: internet.nectec.or.th, 2014 The theory state that portions of an individual's knowledge acquisition can be directly related to observing others within the context of social interactions, experiences, and outside media influences. Majority of Banks in Thailand are spending huge amount of money to offer Internet Banking and then Mobile Banking to their customers; however, the customer acceptance of mobile banking does not quite success while comparing with increasing in internet users and seem to
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