Abstract
Mobile banking is similar to internet banking, where banking application provides all the capabilities of mobile Web banking. The use of such innovative technology has changed the way banking business is conducted; consumers with a smart phone can manage their account anytime and anywhere. Banks typically reduces their operating costs by keeping customers out of the branches. However, there are factors that cause consumers in Thailand to question the acceptance of internet banking on a smart phone. This paper is aimed to explore the factors that influence Thai consumer acceptance of mobile banking on a smart phone. The findings are significant in that confidence, convenience, and security risk. They are key attributes in the adoption of this new trend. This outcome provides useful information for bank management in formulating marketing strategy.
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Suanmali, S. (2015). Factors Influencing the Adoption of Using Mobile Banking on a Smartphone: an Empirical Case Study in Bangkok, Thailand. In: Wang, L., Uesugi, S., Ting, IH., Okuhara, K., Wang, K. (eds) Multidisciplinary Social Networks Research. MISNC 2015. Communications in Computer and Information Science, vol 540. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-48319-0_34
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DOI: https://doi.org/10.1007/978-3-662-48319-0_34
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