User Purpose Analysis for Mobile Banking Service

摘要

In recent years, because of the increasing penetration of mobile phones, society has become concerned with mobile transaction service quality. This study aimed to promote the use of mobile transaction services. Thus, the E-S-QUAL (E-Core Service Quality) proposed by Parasuraman et al. and the Elaboration Likelihood Model (ELM) developed by Bhattacherjee and Sanford were combined to study the impact on information technology acceptance, as well as to summarize 13 mobile banking service items affecting mobile banking transactions, functional programs, and accessibility programs. Furthermore, this study designed a dependency questionnaire using Analytic Network Process (ANP) based on the defined goals, criteria, subcriteria, and program dependencies. Five experts from the financial industry and academia with more than eight years of working experience were invited to compute the weights and find the optimum program accordingly. This study found that the weights of the functional programs were higher than the weights of the accessible programs; therefore, users could be convinced of the credibility and persuasiveness of mobile financial services by strengthening the mobile banking service items, thus promoting individuals' willingness for the sustained use of mobile banking transaction services. Suggestions were proposed for functional programs that could be provided to the banking industry as a basis for decision making regarding service systems and service quality enhancement, thus further boosting user confidence in the transaction platforms of mobile banking systems.