| dc.description.abstract | As the development of financial technology evolved gradually, banks have provided more diversified mobile banking services. However, there are few researches focusing on the analyses of mobile banking from the perspectives of services. Accordingly, this research aims to explore the factors affecting the user behaviors of mobile banking services through the Unified Theory of Acceptance and Use of Technology (UTAUT). The factor of use intention was ignored in this study, because the use penetration rate is already high for mobile banking services. An objective of this research is to discuss if there is a significant difference between males′ and females′ perceptions of these factors and their actual use behaviors. Based on four main aspects of the UTAUT model and three additional aspects of “trust”, “perceived risk” and “perceived credibility”, the other objectives of this research are to investigate whether the above aspects affect “user behavior”. A total of 15 hypotheses have been proposed in this research.
Taking Taiwan customers as research target in this research and applied Structural Equation Model, Analysis of Variance, and descriptive statistics to understand the relationships among factors and use behavior, the results show that gender has significant influence on the perceptions of perceived credibility, trust, facilitating conditions, and use behavior, while there is insufficient evidence to show that gender has significant influence on performance expectations, effort expectations, social influence, and perceived risks. In addition, the results show that performance expectations, facilitating conditions, social influence, and trust have significant influence on customers’ behavior of using mobile banking services, while effort expectations, perceived credibility, and perceived risk have no significant influence on use of customers’ behavior, which includes customer service, insurance service, payment and transfer service, investment and wealth management service, loans service, and robo-advisor services. | en_US |