Consumer Adoption - Risk Factor of Mobile Banking Services

Authors: Esad Kadušić, Petar Bojović, Amela Žgalj

Abstract:

Mobile banking services present a unique growth opportunity for mobile operators in emerging markets, and have already made good progress in bringing financial services to the previously unbanked populations of many developing countries. The potential is amazing, but what about the risks? In the complex process of establishing a mobile banking business model, many kinds of risks and factors need to be monitored and well-managed. Risk identification is the first stage of risk management. Correct risk identification ensures risk management effectiveness. Keeping the risks low makes it possible to use the full potential of mobile banking and carry out the planned business strategy. The focus should be on adoption of consumers which is the main risk factor of mobile banking services.

Keywords: Consumer Adoption, Mobile Banking, Risk

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1058721

References:

[1] Bill Maurer, Scott Mainwaring; "The value of mobile banking, models, and methods: can you hear me now? "; Intel Labs, People and Practices Research
[2] Bob Homer (2008); Vice President Product Management, CheckFree Corporation "Optimizing the mobile customer experience"; FST emagazine, Issue 5; Available online: http://www.usfst.com/article/Optimizing-the-mobilecustomer- experience/
[3] Crabbe, M., Standing, C., Standing, S. & Karjaluoto, H. (2008) "An Adoption Model for Mobile Banking in Ghana" International Journal of Mobile communications, 7(5), 515-543.
[4] Davis, F.D., Bagozzi, R.P. & Warshaw, P.R. (1989) "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models-, Management Science, vol. 35, no. 8, pp. 982-1003.
[5] Fain, D. & Roberts, M. L. (1997) "Technology vs. Consumer Behavior: The Battle for the Financial Services Customer" Journal of Direct Marketing, 11 (1), 44-54.
[6] J. S. Cheney (2008) "An Examination of Mobile Banking and Mobile Payments: Building Adoption as Experience Goods?", Discussion Paper, Payment Cards Center, Federal Reserve Bank of Philadelphia, June 2008
[7] Li Na and Zhang Ping (2002) "Consumer Online Shopping Attitudes and Behavior: An Assessment of Research" Former Departments, Centers, Institutes and Projects. Paper 57, Online: http://surface.syr.edu/ischool_other/57
[8] Ram, S. & Sheth, J. N. (1989) "Consumer resistance to innovations: the marketing problem and its solutions", The Journal of Consumer Marketing, 6 (2), 5-14.
[9] Sheth, J. N. & Ram, S. (1987) "Bringing Innovation to Market; How to Break Corporate and Customer Barriers" USA: John Wiley & Sons, Inc.
[10] Smart Card Alliance (2008) "Proximity Mobile Payments Business Scenarios: Research Report on Stakeholder Perspectives", A Smart Card Alliance Contactless Payments Council White Paper; July 2008
[11] Tomi Dahlberg, Niina Mallat, Jan Ondrus, Agnieszka Zmijewska (2007) "Past, present and future of mobile payments research: A literature review"
[12] Available online: http://www.ehow.com/info_8171141_risks-associatedmobile- banking.html
[13] Huber, A. (2004). Mobile Payment, "A Comparison between Europe and the US" (Semester Thesis). University of Zurich
[14] Sundqvist, S., Frank, L., & Puumalainen, K. (2002) "The effects of country characteristics, cultural similarity and adoption timing on the diffusion of wireless communications" Journal of Business Research, 58(1), 107-110.
[15] Mahmood, M. A., Bagchi, K., & Ford, T. C. (2004) "On-line Shopping Behavior: Cross-Country Empirical Research"; International Journal of Electronic Commerce, 9(1), 9-30.
[16] Bohle, K., & Krueger, M. (2001) "Payment Culture Matters - A comparative EU-US perspective on Internet payments" (Background Paper No. 4). Electronic Payment Systems Observatory (ePSO).