Factors Influencing Attitude and Intention Towards Adoption of Mobile Banking in Myanmar

Constructs related to an individual's mobile banking (MB) adoption were identified from previous studies as the commonly used factors: perceived usefulness, perceived ease of use, trust, and social influence. A theoretical model was proposed with these factors directly affecting an individual's attitude and intention to use MB. Personal factors (gender, age, education, and income) were included in the model as moderators of those direct effects. As reported in previous studies perceived usefulness, perceived ease of use, trust, and social influence were found to have important effects on attitude and intention. The new findings related to the investigation of moderating effects due to personal factors have not been mentioned in the earlier MB research. The findings identified groups of individuals where personal motivations have significant effects on attitude and intention to use MB, and importantly, groups where the effects are not significant but may be increased by recommended practical actions.