Using E-Lifestyle to Analyze Mobile Banking Adopters and Non-Adopters

摘要

Because extant studies on mobile banking have typically considered respondents as a single group, which may yield cursory findings and a simplistic profile, this study clusters respondents based on their e-lifestyle and subsequently uses individual e-lifestyles as a moderator to investigate the e-lifestyle effects on mobile banking services adoption. By categorizing 613 respondents into five groups: digital laggards, traditional banking likers, digital followers, digital carers, and digital seekers, this study discovers that a person's e-lifestyle significantly moderates the effects of individual attitudes, subject norms, and perceived behavioral control on their behavioral intention; although its moderating effect on the relationship between behavioral intention and actual behavior is insignificant. The comparison and analysis of five clustered customers further the current understanding about mobile banking adopters and non-adopters in Taiwan, which assists banks in effectively communicating with different e-lifestyle consumers.