Perceptions toward Mobile Banking: Any Differences among Its Potential Adopters?
Sookeun Byun

Abstract
To understand potential adopters’ perceptions of mobile banking services, a theoretical framework was proposed based on a review of extant literature on technology adoption. To validate the hypotheses, an empirical survey was conducted via an Internet survey with the help of a market research company in Korea. The result of our structural equation model analysis showed that enjoyment, usefulness, ease of use, and subjective norms evenly contributed to forming attitude toward mobile banking. However, the results varied for consumers who primarily used different types of banking services. Specifically, consumers who mainly used Internet banking seemed to be influenced by perceived enjoyment as well as ease of use when judging mobile banking. In comparison, for consumers who primarily used conventional channels such as ATMs and branches, attitude toward mobile banking was more strongly influenced by subjective norms, perceived usefulness, and ease of use. These results provide meaningful implications for practitioners who are planning to attract more existing customers to the new service channel.

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