2026-10-25T07:01:08Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008976 2024-05-27T03:54:55Z 1582963436320 1582963436320:1582965742757

Comsumer Adoption And Continuous Usage of Mobile Banking Services in Yangon Region (Htaik Htaik Lin, 2023) Htaik Htaik Lin The study explores the consumer adoption and continuous usage of mobile banking services in Yangon Region. This study examines the effect of influencing factors (perceived usefulness, perceived ease of use, perceived trust and perceived risk) on the adoption of mobile banking services, the adoption of mobile banking services on the user satisfaction, the moderating effect of user experience (on the relationship between the adoption and user satisfaction) and satisfaction of users on continuous usage. Sample size of the study covers the random sample of (427) mobile banking users from five selected private banks in Yangon. The three-stage sampling method was applied. The primary data were collected with use of structured questionnaire. The study uses the simple, multiple and hierarchical regression analysis to meet the objectives of the study. According to the analysis, three variables which are usefulness, ease of use, trust have positive and significant effect on adoption and perceived risk is negative impact on adoption of mobile banking services. The mobile banking adoption also positively affects user satisfaction. Partial moderating effect of user experience is found on relationship between adoption and user satisfaction. There is a positive and significant relationship between user satisfaction and continuous usage. Therefore, the banks should put more emphasis on these factors such as perceived usefulness, perceived ease of use, perceived trust, and perceived risk to enhance consumer adoption. The study suggested that banks should focus on user satisfaction and attract users to have more experience and to make continuous use of mobile banking. Especially, the perceived ease of use of mobile banking services, which is the most important predictor for adoption, the banks need to create more user-friendly mobile applications. In addition, the users of mobile banks are well dispersed among rural and urban areas. Since mobile technology is still the newness to them, perceived ease of use can be the most crucial factor for consumers from both urban and rural, adoption of mobile banking services. All steps of processing should be designed to be clear and error free to reduce psychosocial burden for customers’ easier adoption. Marketing department of the banks should promote user awareness by training call center employees. Finally, the service providers need to strengthen preventative and monitoring strategies to mitigate hacking and improve customer trust. 2023-05-01 https://meral.edu.mm/records/8976