Intension to Use Mobile Banking in Myanmar

Htet Khine Soe Student of Graduate School of Business, Assumption University, Thailand Rawin Vongurai, Ph.D. Lecturer of Graduate School of Business, Assumption University, ThailandLiterature ReviewMobile banking is studied the most value-adding and necessary prompt commerce application (Baptista and Oliveira, 2015 Malaquias and Hwang, 2016 Chaouali, W., Souiden, N. and Ladhari, R. (2017)). Laukkanen and Kiviniemi (2010) delimit runny banking as an interaction in which a guest is connected to a bank via a mobile subterfuge such as a cell phone, smartphone, or mortalal digital assistant.Mobile banking services admit the customers to check account balances, transfer capital between account to account, and make mobile top-up bill and differents fees. They project a huge potential market because of their always-on functionality and the option for customers can open their own mobile w solelyet accounts at anywhere of without needing to pay a visit to the bank.Perceived ease of u se (PEOU)Davis (1989) described the perceive ease of use that the degree to which a person believes that apply a particular system would be free of causal agency. It is the terms which a customer believes that a system is easy to learn or use. This system is similar to the complexity system used in innovation diffusion opening (IDT) (Rogers, 1995).Mobile banking technology should be simple and easy for the customer to understand in order to enhance 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 mobile banking system such as navigation problems, a sm altogether cloak size, and transaction issues. Venkatesh (2000) found the perceived ease of use by integrating internal control (computer self-efficacy) and external control (facilitating condition) into technology acceptance pose (TAM).The new(prenominal) studies (Davis, 1986, 1989) also diaphragmed that perceived ease of us e can impact perceived usefulness because other item being equal the easier the technology is to use the more(prenominal) useful it can be. The research in mobile banking system shows that perceived ease of use has significant effect on perceived usefulness.Social beguile (SI)The theory of reasoned action (TRA) and its additions (Fishbein and Ajzen, 1975) require that human behavior is followed by figures, which are designed based on an individuals attitude towards the behavior and perceived subjective averages. Venkatesh et al. (2003) equal subjective norms as social influence, which is derived from theories such as theory of reasoned action (TRA), theory of planned 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 peoples opinions if he or she should per plaster bandage a particular behavior. The studies of mobile banking sufferance hav e shown a relationship between social influence and intention 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 derivation of self-efficacy is social cognitive theory (SCT) (Bandura, 1986). Self-efficacy panorama 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 cogency 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 mob ile banking, there is a high chance of trying to usage the service. Through this hypothesis, the study explores whether a customer has the self-confidence to use mobile banking. Previous studies have exposed observational 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 represent (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 purchase price, equipment cost, subscription charges, and transaction cost. Perceived financial cost is the extent to which a person believes that using mobile banking would be costlier than other options (Luarn and Lin, 2005).Security (S)Security is a serious concern when conducting financial transactions through electronic channels. Hence, this could be one of the main barriers to the adoption of mobile banking, as personal or financial information could be exposed and used for fraudulent activities. Kalakota and Whinston (1997) defined tribute as a threat which creates circumstances, condition, or event with the potential to cause economic hardship to data or network resources in the form of destruction, disclosure, modification of data, denial of service and/or fraud, waste, and abuse.Mobile banking contains more uncertainty 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 mechanism of mobile banking has a optimistic effect on intention to use. place (T) rely can be defined as the willingness to make one vulnerable to actions taken by a intrusted pa rty based on the feeling 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 telecom provider, and the mobile technology after having the banks, and the telecommunication providers characteristic embedded in the technology artefact.Trust shows a significant 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 are 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 noticed trust from the emotional point of view and defined as the extent to which an individual feels secure and confident about relying on the trustee. E nnew 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 situation characterized by interdependence and risk. This definition combines both the emotional as well as cognitive dimensions of trust. Therefore, consumer trust could be described as a function of the degree of risk involved in the situation and it is basically needful yet in uncertain situations.Behavioral 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 study is founded Ajzens Theory of Planned Behavior. The theory is used for behavioral intentions. It emphasize that a persons behavior is wise to(p) is the result 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 operation 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 study proposed to identify the factors influencing acceptance and adoption of mobile banking systems in Myanmar and develop the behavioral intention to use the mobile banking in the Myanmar banking sector.Conceptual FrameworkThe conceptual frame work 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 syst em. 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 Influence, 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 significant 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 income level on intention to use mobile banking system.Reliability MethodologyThis research was co nducted by performing the qualitative analysis for the adoption of mobile banking systems in Myanmar through a travel along method. The survey was carried on in form of online and offline questionnaire to collect all required data. The convenience and snowball sampling techniques were used as non-probability sampling for the data collection. There are three parts of in questionnaire which are cover question, Likert scale 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 reappraisal was conducted to ensure that the model were appropriate for developing the conceptual framework and to understand all variables incorporated in this study. A five-point Likert scale was applied to test all hypotheses by ranking from strongly disagree (1) to strongly agree (5) throughout this study to measure the hypotheses. Population and sampleThe research question naire 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 convenience 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 test and validity of the questionnaire was established the pilot test by distributing 30 respondents. Cronbachs Alpha Coefficient was considered to try 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 r eliability test. The result is shown in Table 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