ANALYSIS AND MODEL PROPOSITION OF USER WILLINGNESS TO ADOPT MOBILE BANKING FINANCE+ SCENARIO SERVICES UNDER THE BACKGROUND OF DIGITAL TRANSFORMATION
Resource type
Authors/contributors
- Lin, Jingying (Author)
- Marques, João Alexandre Lobo (Contributor)
- University of Saint Joseph (Contributor)
Title
ANALYSIS AND MODEL PROPOSITION OF USER WILLINGNESS TO ADOPT MOBILE BANKING FINANCE+ SCENARIO SERVICES UNDER THE BACKGROUND OF DIGITAL TRANSFORMATION
Abstract
In the wave of digital transformation, Chinese banks have taken digital and scenario-based finance as primary strategic goals. The goal is to revolutionize the mobile banking experience and encourage frequent use of mobile banking services. However, assessing customer satisfaction with the various financial and contextual services mobile banking provides is crucial. The main objective of this study is to propose a model based on users' perception of financial usage in mobile banking scenarios and how the development of mobile banking finance and scenarios affects users' choice motivations. The study examined the interview records of 12 mobile banking users through qualitative in-depth interviews and utilized Nvivo qualitative analysis software to analyze the interview content. Through repeated thinking, sorting, and differentiating the data, nine core coding categories were formed. The coding was further refined and deepened to include Financial professionalism, Security, Marketing Stimulation, Innovative Products, Use Experience, Strong Relationship, Trust, Perceived usefulness, and Willingness to use. Based on these categories, a theoretical model of user willingness in the financial scenario of mobile banking has been proposed by referring to the optimized TAM model. The results may provide support to the banking industry in Macau in understanding customers' needs and fostering the positive development of mobile finance and the scene field in Macau
University
University of Saint Joseph
Place
Macau
Date
2024
# of Pages
90
Language
eng
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2024 LIN,JIN
Notes
Supervisor : João Alexandre Lobo MarquesIn Partial Fulfillment of the Requirements for the Degree of Master in Business Administration in the Faculty of Business and Law, University of Saint Joseph, Macao, May, 2024
Citation
Lin, J. (2024). ANALYSIS AND MODEL PROPOSITION OF USER WILLINGNESS TO ADOPT MOBILE BANKING FINANCE+ SCENARIO SERVICES UNDER THE BACKGROUND OF DIGITAL TRANSFORMATION [University of Saint Joseph]. https://drive.google.com/file/d/1R0c_1908P9VUDgyL51f7V8XYwd5jWxQn/view?usp=sharing
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