Intension to Use Mobile Banking in Myanmar

Htet Khine Soe Student of grad School of Business, Assumption University, Thailand Rawin Vongurai, Ph.D. Lecturer of Graduate School of Business, Assumption University, Thailandlit Review nimble relying is studied the most value-adding and necessary diligent commerce application (Baptista and Oliveira, 2015 Malaquias and Hwang, 2016 Chaouali, W., Souiden, N. and Ladhari, R. (2017)). Laukkanen and Kiviniemi (2010) be sprightly banking as an interaction in which a customer is affiliated to a bank via a energetic device such as a cell phone, smartphone, or personal digital assistant.Mobile banking avails admit the customers to check account balances, transfer funds amid account to account, and make fluid top-up bill and otherwises remunerations. They have a bulky potential market beca wont of their always-on functionality and the option for customers deal open their own rambling wallet accounts at anywhere of without needing to pay a visit to the bank.Perceived peaceful ness of delectation (PEOU)Davis (1989) described the perceive shut up of use that the degree to which a person believes that using a particular system would be guiltless of effort. It is the terms which a customer believes that a system is uncomplicated to learn or use. This system is similar to the complexity system apply in innovation diffusion conjecture (IDT) (Rogers, 1995).Mobile banking engine room should be simple and informal for the customer to agnize in order to fire acceptance (Chitungo and Munongo, 2013 Mortimer, G., Neale, L., Hasan, S.F.E. and Dunphy, B. (2015) Koksal, 2016). The factors affects the complexity in wide awake banking system such as navigation problems, a small screen size, and transaction issues. Venkatesh (2000) found the perceive substitute of use by integrating internal control (computer self-efficacy) and immaterial control (facilitating condition) into technology acceptance model (TAM).The other studies (Davis, 1986, 1989) also prefi gureed that perceive loosening of use can impact perceived helpfulness because other item being equal the easier the technology is to use the more useful it can be. The research in mobile banking system shows that perceived ease of use has profound effect on perceived usefulness. cordial influence (SI)The hypothesis of reasoned action (TRA) and its additions (Fishbein and Ajzen, 1975) require that human demeanour is followed by endeavors, which be designed based on an individuals attitude towards the way and perceived immanent norms. Venkatesh et al. (2003) represented subjective norms as social influence, which is derived from theories such as theory of reasoned action (TRA), theory of aforethought(ip) behavior (TPB), decomposed theory of planned behavior DTPB, TAM2, C-TAM-TPB, the model of PC utilization (MPCU), and image in IDT.Social influence mentioned an individuals perception of other races opinions if he or she should perform a particular behavior. The studies of mobile banking adoption have shown a relationship betwixt social influence and purport to use mobile banking (Laukkanen et al., 2007 Amin et al., 2008 Riquelme and Rios, 2010 Puschel et al., 2010 Sripalawat et al., 2011 Dasgupta et al., 2011 Tan and Lau, 2016).Computer self-efficacy (CSE)The origin of self-efficacy is social cognitive theory (SCT) (Bandura, 1986). Self-efficacy expectation is the conviction that one can successfully execute the behavior required to produce the outcomes (Bandura, 1977). Additional, expectations of self-efficacy determine whether coping behavior will be initiated, how much effort will be expended, and how long it will be sustained in the face of obstacles and aversive experiences (Bandura, 1977).Self-efficacy belief is termed computer self-efficacy, which is termed as ones perception of his or her ability to use a computer (Compeau and Higgins, 1995). In the mobile banking, if the customer believes that he or she has the required knowledge, skill , or ability to operate mobile banking, there is a higher chance of trying to usage the service. Through this hypothesis, the call for explores whether a customer has the self-confidence to use mobile banking. Previous studies have loose empirical evidence of a causal link between perceived ease of use and self-efficacy (Luarn and Lin, 2005 Wang, Y.-S., Lin, H.-H. and Luarn, P. (2006) Sripalawat et al., 2011 Jeong and Yoon, 2013).Perceived financial bell (PFC)The cost incurred in conducting mobile banking could slow its adoption. In the mobile banking, the cost has been found to be a major barrier to adoption (Yu, 2012 Hanafizadeh, P., Behboudi, M., Koshksaray, A.A. and Tabar, M.J.S. (2014) Alalwan, A.A., Dwivedi, Y.K. and Rana, N.P. (2017)). The cost incurred consist of the initial leverage price, equipment cost, subscription charges, and transaction cost. Perceived financial cost is the bound to which a person believes that using mobile banking would be costlier than other opt ions (Luarn and Lin, 2005).Security (S)Security is a serious engage when conducting financial transactions by means of electronic channels. Hence, this could be one of the master(prenominal) barriers to the adoption of mobile banking, as personal or financial data could be exposed and used for fraudulent activities. Kalakota and Whinston (1997) delineate security as a threat which creates circumstances, condition, or event with the potential to cause stinting hardship to data or network resources in the form of destruction, disclosure, adaptation of data, denial of service and/or fraud, waste, and abuse.Mobile banking contains more skepticism and risk to the customer. In the mobile/wireless environment, security can be considered as the mobile payment-enabling application security, network security, and device security. The security weapon of mobile banking has a irresponsible effect on intention to use.Trust (T)Trust can be defined as the unstrainedness to make one vulner able to actions interpreted by a trusted party based on the touch modality of confidence or assurance (Gefen, 2000). Masrek et al. (2012) defined trust in mobile banking as the belief that allows individuals to willingly become vulnerable to the bank, the telecommunication provider, and the mobile technology after having the banks, and the telecommunication providers characteristic embedded in the technology artefact.Trust shows a satisfying role in the adoption of mobile banking, helping customers overcome the fears of security/privacy risks and fraudulent activities in the mobile channels (Gu et al., 2009 Zhou, 2011 Afshan and Sharif, 2016). Trust is improved by the security mechanisms provided by mobile banking services. Customers be more likely to trust the new service if adequate security is provided for their transaction data.The researchers such as Komiak and Benbasat (2004) have observe trust from the emotional point of view and defined as the extent to which an individu al feels secure and confident about relying on the trustee. Ennew and Sekhon (2007) have defined the trust as individuals willingness to accept vulnerability on the grounds of positive expectations about the intentions or behavior of another in a fleck characterized by interdependence and risk. This definition combines both the emotional as swell up as cognitive dimensions of trust. in that locationfore, consumer trust could be described as a function of the degree of risk involved in the situation and it is fundamentally needful only in uncertain situations. behavioural intentions (BI)Intention is defined as a prediction of actual behavior in socio-psychological studies (Bagozzi, 1989). The studies evidenced that intention is a prediction of actual behavior. Bae (2014) point out that intentions are powered by a persons attitude, norms and self-control. This get hold of is founded Ajzens Theory of Planned Behavior. The theory is used for behavioral intentions. It emphasize tha t a persons behavior is intentional is the yield of attitude, subjunctive norms and self-control.Behavioral intention is also described as the extent to which users are willing to use a technology (Carlsson, Carlsson, Hyvonen, Puhakainen Walden, 2006). The subjective norm construct for behavioral intention is the most supreme antecedent (Ajzen, 1991). The theory of planned behavior (TPB) explains the purchase intention (Ajzen Madden, 1986). The theory of reasoned action (TRA) describes that performance of behavior is presented by the intention to carry out the behavior itself (Warshaw, 1980). The theoretical studies point out that intentions predicts a persons behavior. This view align with a context of BI to use customer intention of mobile banking system for this system.Research Framework and MethodologyResearch ObjectiveThis exact proposed to identify the factors influencing acceptance and adoption of mobile banking systems in Myanmar and develop the behavioral intention to u se the mobile banking in the Myanmar banking sector.Conceptual FrameworkThe conceptual framework of the study is adopted from the theoretical framework of Intention to use mobile banking in India (Sindhu Singh and R.K. Srivastava, 2018). The framework using in this research to find the customer intention to use the mobile banking system in Myanmar. To these study the factors consists of self-efficiency, perceived ease of use and social influence and intention to use.The other factors included security, Trust, and perceived financial cost, which are recognized to influence mobile banking acceptance(Luarn and Lin, 2005 Lee et al.,2007 Zhou, 2011 Yu, 2012 Hanafizadeh et al., 2014 Afshan and Sharif, 2016). The bank customer has many digital payment system to use than mobile banking where these six constructs play an important role.The study aimed that if the mobile banking system is easy to use, customers have the self-confidence to use and it is secure, trustworthy system, and cheaper than other digital payment system, more customers will be willing to use mobile banking system. Thus, the conceptual framework is developed to study the factors of influencing to use mobile banking in Myanmar as shown in Figure 1.HypothesisThe hypotheses of this research based on the conceptual framework to find the relationship between Self-Efficacy, perceived ease of use, Social figure out, Security, Trust, perceived financial cost that influence the customer intention to use the mobile banking in Myanmar. There are four hypotheses in this study are as followH1Self-efficacy has operative influence on perceived ease of value of mobile banking system.H2 Self-Efficacy (H2a), perceived ease of use (H2b), Social Influence (H2c), Security (H2d), Trust (H2e), perceived financial cost (H2f) have significant influence on intention to use mobile banking system.H3 Security has significant influence on Trust of mobile banking system.H4 There is a significant mean difference in monthly inco me level on intention to use mobile banking system.Reliability MethodologyThis research was conducted by performing the qualitative depth psychology for the adoption of mobile banking systems in Myanmar through a great deal method. The survey was carried on in form of online and offline questionnaire to collect all required data. The lash-up and snowball sampling techniques were used as non-probability sampling for the data collection. There are three parts of in questionnaire which are screening question, Likert crustal plate and demographic. Measurement of Conceptual Framework and VariablesThe target respondent of this research were people who live in Myanmar and have used mobile banking system. The literature fall over was conducted to ensure that the model were appropriate for developing the conceptual framework and to understand all changeables incorporated in this study. A five-point Likert scale was applied to interrogation all hypotheses by ranking from strongly dis re tain (1) to strongly agree (5) throughout this study to measure the hypotheses. Population and sampleThe research questionnaire was distributed through the online and offline based survey with 200 respondents answered to the survey. The questionnaires have been distributed using sampling techniques of the whatsis and snowball methods in order to obtain the data. The people who live in Myanmar continuously 6 months and have used the mobile banking system were selected as target respondents for this study.Reliability TestThe reliability rivulet and validity of the questionnaire was established the pilot test by distributing 30 respondents. Cronbachs Alpha Coefficient was considered to examine the reliability level of each group of items included in the questionnaire. The test result of independent variable is consistent the requirement standard with Cronbachs Alpha Coefficient higher than 0.6 (Cronbach, 1951).The Cronbachs Alpha Coefficient result in a range between 0.733 and 0.899 which is greater than 0.6. Therefore, the questionnaire developed for this study is fully achieved the standard required for reliability test. The result is shown in display panel 1.Table 1Consistency of the scales test (N=30)Variables Number of items Cronbachs AlphaPerceived ease of use (PEOU) 2 0.752Social Influence (SI) 3 0.733Computer self-efficacy (CSE) 2 0.789Security (S) 3 0.842Perceived financial cost (PFC) 3 0.748Trust (T) 4 0.836Behavioral Intention (BI) 4 0.899